Segmentation: A tourism stakeholder view
Author(s)
Tkaczynski, Aaron
Rundle-Thiele, Sharyn R
Beaumont, Narelle
Griffith University Author(s)
Year published
2009
Metadata
Show full item recordAbstract
Tourism segmentation research has focused on (1) developing tourist segment profiles using primary and secondary tourist data and (2) understanding which segmentation bases can accurately predict future tourist behaviour. Researchers have not considered how tourism stakeholders are segmenting their tourist markets. This paper presents evidence to suggest that the use of combined segmentation variables to develop tourism profiles is warranted and that a 'one size fits all' approach is not suitable because different tourism stakeholders within a single destination attract different tourists. Furthermore, this research identified ...
View more >Tourism segmentation research has focused on (1) developing tourist segment profiles using primary and secondary tourist data and (2) understanding which segmentation bases can accurately predict future tourist behaviour. Researchers have not considered how tourism stakeholders are segmenting their tourist markets. This paper presents evidence to suggest that the use of combined segmentation variables to develop tourism profiles is warranted and that a 'one size fits all' approach is not suitable because different tourism stakeholders within a single destination attract different tourists. Furthermore, this research identified that the segments used by the destination marketing organisation failed to holistically describe the tourist groups using the different services provided by tourism stakeholders within a single destination. Destination marketing is complex involving many stakeholders each likely to be attracting different tourist segments and future research endeavours must acknowledge this complexity.
View less >
View more >Tourism segmentation research has focused on (1) developing tourist segment profiles using primary and secondary tourist data and (2) understanding which segmentation bases can accurately predict future tourist behaviour. Researchers have not considered how tourism stakeholders are segmenting their tourist markets. This paper presents evidence to suggest that the use of combined segmentation variables to develop tourism profiles is warranted and that a 'one size fits all' approach is not suitable because different tourism stakeholders within a single destination attract different tourists. Furthermore, this research identified that the segments used by the destination marketing organisation failed to holistically describe the tourist groups using the different services provided by tourism stakeholders within a single destination. Destination marketing is complex involving many stakeholders each likely to be attracting different tourist segments and future research endeavours must acknowledge this complexity.
View less >
Journal Title
Tourism Management
Volume
30
Issue
2
Subject
Commercial services
Marketing
Tourism
Tourism marketing