Market Segmentation for e-Tourism

Sara Dolnicar ()
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Sara Dolnicar: The University of Queensland

Chapter 36 in Handbook of e-Tourism, 2022, pp 849-863 from Springer

Abstract: Abstract Market segmentation is a well-established and commonly used concept in tourism. Businesses and destinations benefit from a segmentation strategy because it allows them to focus on a clearly defined subset of consumers which they are best suited to serve, thus developing a long-term competitive advantage. Traditionally, segmentation strategies were built on results from the analysis of on-off cross-sectional survey data sets. Such data sets have a number of disadvantages, including being quickly outdated and biased due to consumer self-reporting. The availability of different kinds of data and the close-to-continuous stream of such data offer new powerful opportunities for market segmentation to be further refined and improved. This chapter discusses the process of market segmentation analysis, highlights the weaknesses of the traditional approach, and points to the future of market segmentation which will leverage new data sources to create knowledge and derive better industry market insights.

Keywords: Market segmentation; Tourist segment; Clustering; Data structure; Dynamic segmentation; Behavioral segmentation (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/978-3-030-48652-5_53

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