Market Segmentation: An Application to the Schist Village Tourism Destinations

Arminda Paço () and Manuel Martinho
Additional contact information
Arminda Paço: University of Beira Interior
Manuel Martinho: University of Beira Interior

Tržište/Market, 2017, vol. 29, issue 2, 205-218

Abstract: Purpose – The Schist Village network is a sustainable development project in Portugal’s Pinhal Interior region that includes 27 villages located in the central inland area of the country. Overall, this study sets out evidence about the motivations, interests, behaviors, and images of visitors/tourists (tourism consumers) regarding the Schist Villages in the area. Design/Methodology/Approach – The sample of individuals interviewed includes a total of 223 individuals (59 international and 164 national tourists), all of whom personally answered the questionnaire. Findings and implications – Through analysis of the survey results obtained, it is possible to chart a profile of Schist Village visitors/tourists, ascertain their preferences and the key attributes associated with the image of this tourist destination and, based on these, put forward strongly focused orientations and guidelines to help develop future marketing plans for this territory. Limitations – One limitation stems from how the data was gathered and analyzed constitutes but a mere “moment” in a fairly vast and dynamic universe given that the questionnaires were completed across a defined and fairly brief period of time. The fact that the questionnaires were handed out by network partners effectively excluded from the study all those tourism consumers who travel and visit the territory without any direct recourse to the services of the aforementioned partners. Originality – This study presents an easy and clear way to segment the market that could be used by several stakeholders in order to improve their targeting activities.

Keywords: tourism; Schist Villages; marketing plan; tourism destination; destination image (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://hrcak.srce.hr/file/281379 (application/pdf)
None

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zag:market:v:29:y:2017:i:2:p:205-218

Ordering information: This journal article can be ordered from
Tržište/Market, Faculty of Economics and Business, Trg J. F. Kennedy 6, 10000 Zagreb, Croatia.
http://www.efzg.unizg.hr/trziste

Access Statistics for this article

Tržište/Market is currently edited by Đurđana Ozretić Došen

More articles in Tržište/Market from Faculty of Economics and Business, University of Zagreb Contact information at EDIRC.
Bibliographic data for series maintained by Tanja Komarac ( this e-mail address is bad, please contact ).