 Market segments based on the dominant movement patterns of touristsXia, Jianhong (Cecilia), Fiona H. Evans, Katrina Spilsbury, Vic Ciesielski, Colin Arrowsmith and Graeme Wright Tourism Management, 2010, vol. 31, issue 4, 464-469 Abstract: This paper presents an innovative method for tourist market segmentation-based on dominant movement patterns of tourists; that is, the travel sequences or patterns used by tourists most frequently. There were three steps to achieve this goal. In the first step, general log-linear models were adopted to identify the dominant movement patterns, while the second step was to discover the characteristics of the groups of tourists who travelled with these patterns. The Expectation–Maximisation algorithm was then used to partition tourist segments in terms of socio-demographic and travel behavioural variables. The third step was to select target markets based upon the earlier analysis. These methods were applied to a sample of tourists, over the period of a week, on Phillip Island, Victoria, Australia. A significant outcome of this research is that it will assist tourism organisations to identify tourism market segments and develop better tour packages and more efficient marketing strategies aligned to the characteristics of the tourists. Keywords: Tourist; Market segmentation; Expectation–Maximisation algorithm; Log-linear models; Movement pattern (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:31:y:2010:i:4:p:464-469 DOI: 10.1016/j.tourman.2009.04.013 Access Statistics for this article Tourism Management is currently edited by Chris Ryan More articles in Tourism Management from Elsevier |
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