NEURON NETWORK AND ANALYTICAL HIERARCHY PROCESS IN THE TOURIST MARKET SEGMENTATION

Marija Dragicevic ()
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Marija Dragicevic: University of Dubrovnik

Economic Thought and Practice, 2006, vol. 15, issue 1, 81-98

Abstract: Market segmentation is basic for the strategic decision-making within a company. In that way, heterogeneous consumer groups, homogeneous within themselves with regard to the tourist preferences and that demand identical products and/or marketing mix, are identified. There are many ways of the market segmentation, but the most used one is socio-demographic market segmentation. This paper will show modern methods such as neuron network model and analytical hierarchy process that can be successfully applied in the market segmentation process and in target segments selection as well. Consequently, decision-making in the complicated process that the tourist management has to constantly deal with, is facilitated and improved. Neuron network models enable the market distribution into certain homogeneous groups or segments, while the analytical hierarchy process enables the selection of the adequate or priority market segment. These techniques have proved to be more efficient than the linear methods. Both methods provide high degree of reliability.

Keywords: market segmentation; tourism; neuron network; analytical and hierarchy process (search for similar items in EconPapers)
JEL-codes: L83 M31 (search for similar items in EconPapers)
Date: 2006
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