Beyond “Commonsense Segmentation”: A Systematics of Segmentation Approaches in Tourism

Beyond “commonsense segmentation”: a systematics of segmentation approaches in tourism

Market Segmentation Approaches in Tourism

Market Segmentation in Tourism

Tourists are not all the same, they have different pictures of their ideal vacation. Tourists are heterogeneous. Market segmentation is the strategic tool to account for heterogeneity among tourists by grouping them into market segments which include members similar to each other and dissimilar to members of other segments. Both tourism researchers and tourism industry use market segmentation w...

Comparison of Segmentation Approaches

Overview of Selected Segmentation Approaches Segmentation approaches can range from throwing darts at the data to human judgment and to advanced cluster modeling. We will explore four such methods: factor segmentation, k-means clustering, TwoStep cluster analysis, and latent class cluster analysis. Factor Segmentation Factor segmentation is based on factor analysis. The first step is to factor-...

Segmentation of the Spanish domestic tourism market

plex process involving elements of very different types (Moutinho, 1987; Rodríguez and Agulló, 2002). One of the key steps in evaluating why people choose different destinations is to understand their tastes, and their preferences for the individual elements of each destination. Preferences for specific destinations develop as a result of the individual’s perceptions of the benefits of each (Ma...