TOURISM MARKET SEGMENTATION: A STEP BY STEP GUIDE

Sara Dolnicar
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Sara Dolnicar: University of Wollongong, Australia

Chapter 4 in Handbook of Tourism Economics:Analysis, New Applications and Case Studies, 2013, pp 87-104 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractDifferent tourists have different needs. This fact is widely acknowledged both among tourism researchers and in industry. As a consequence, market segmentation has developed to become a very popular marketing strategy for destinations and tourism businesses. They aim to develop a competitive advantage by identifying suitable segments of tourists and offer them the tourism service that will most satisfy their needs. Market segmentation strategy, however, can only be as good as the market segmentation analysis used as its basis. This chapter begins with a brief history of tourism market segmentation, outlining successful approaches as well as sub-optimal standard approaches that have developed over the last few decades. Then it offers a step by step guide to data-driven market segmentation with the aim of ensuring maximum validity of tourism market segmentation studies.

Keywords: Accommodation and Tourism; China; Congestion and Tourism; Cost-Benefit Analysis of Tourism; Cruise Ship Tourism; Cultural and Heritage-Based Tourism; Demand for Touring; Economic Development and Tourism; Economic Impact Analysis of Tourism; Ecotourism; Educational Tourism; Environmental Conservation and Tourism; Ergodic Events and Tourism; Gambling and Tourism; Health and Tourism; India; Information Technology and Tourism; Infrastructure and Tourism; Inter-Industry Analysis of Tourism; International Tourism; Medical Tourism; National Parks and Tourism; Nature-Based Tourism; Pollution and Tourism; Protected Areas and Tourism; Public Finance and Tourism; Religious Tourism; Special Events and Tourism; Sustainable Tourism; Terrorism and Tourism; The Environment and Tourism; Theme Parks; Tourism; Tourism Economics; Tourism Industry; Tourism Satellite Accounts; Transport and Tourism; Travel; Travel Insurance; Vietnam (search for similar items in EconPapers)
Date: 2013
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