....................................................................................................................................................................v INTRODUCTION.........................................................................................................................................................1 WHY DO MARKET SEGMENTATION ANALYSIS?...............................

Even though market segmentation is one of the most established concepts in marketing, there are still some shortfalls in the body of research, which create a gap between theory and practice and lead to failure in the implementation of segmentation. The concept of strategic segmentation is specified as key in resolving these issues. It is shown that in any form of strategic segmentation, the fol...

Market segmentation is a multicriterion problem. This dissertation addresses the multicriterion nature of market segmentation with a new unified segmentation model that is derived from a multiobjective conceptual framework. The unified model elegantly solves the intrinsic antagonistic problem of market segmentation by generating a set of Pareto optimal solutions that represent different tradeof...

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...