Targeting a New Tourism Market

Abstract

This chapter focuses on market segmentation from a tourism perspective and highlights the importance of taking tourist motivation into account when targeting new markets. It examines different perspectives of stakeholders in order to capture the many factors that affect market segmentation, its relative importance, and the way in which market segmentation affects a tourist destination's ability to successfully attract and retain a new tourism source market. This should help identify the impacts of market segmentation on the success of a tourist destination such as Barbados to attract a new tourist market. The chapter seeks to shed light on how market segmentation fits with the country's commitment to tourism, and in turn how this commitment matches readiness of Barbados's tourism sector to receive Brazilian tourists as a new source market.

Segmenting tourists by length of stay using regression tree models

“…Barbados also has a distinctive tangible and intangible culture and heritage, allowing for diversification of its tourism product. Significant elements of the product include the country's warm and friendly people, UNESCO World Heritage sites, local festivals and internationally recognised restaurants (Harrison and Jönsson, 2015).…”