Identifying Resort Tourism Market Segments Based on Visitor Demographics: A Study

Robert Inbakaran, Babup George, Mervyn Jackson and Filipe Rodriques E Melo
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Robert Inbakaran: University of Canberra, Australia
Babup George: Alaska Pacific University, USA
Mervyn Jackson: RMIT University, Australia
Filipe Rodriques E Melo: Rosary College, India

Academica Turistica - Tourism and Innovation Journal, 2012, vol. 5, issue 2, 85-94

Abstract: This paper reports the findings of a study conducted in Goa, India, with the objective of segmenting resort visitors based on demographics. Four distinguishable segments are identified: relaxing regulars, tasters, honeymooners and exploring novices. Noticeably, these segments also provide vital insights into resort tourist motivation. Differences among the segments are identified and recommendations for resort marketing are provided.

Keywords: resort tourism; motivation; segmentation; marketing; India (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:prp:jattij:v:5:y:2012:i:2:p:85-94

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