scholarly journals Market Segmentation Analysis in Tourism: A Perspective Paper

2021 ◽  
Author(s):  
Sara Dolnicar
Keyword(s):  
Market Segmentation ◽  
Target Market ◽  
Market Segments ◽  
Tourist Destination ◽  
The Core ◽  
Segmentation Strategy ◽  
Segmentation Analysis ◽  
Similar Product ◽  
Product Preferences

No two tourists are the same. This insight stands at the core of market segmentation. Pursuing a segmentation strategy as a tourist destination or a tourism business means catering to the specific needs of certain types of tourists (market segments), rather than attempting to satisfy the needs of the entire tourist market by effectively targeting the average tourist. But which market segments should a tourist destination or business target? Market segmentation analysis helps answer this question. Market segmentation analysis is “the process of grouping consumers into naturally existing or artificially created segments of consumers who share similar product preferences or characteristics” (Dolnicar, Grün & Leisch, 2018, p. 11).

scholarly journals How to Avoid Random Market Segmentation Solutions

2017 ◽  
Vol 57 (1) ◽  
pp. 69-82 ◽  
Author(s):  
Dominik Ernst ◽  
Sara Dolnicar
Keyword(s):  
Market Segmentation ◽  
Tourism Industry ◽  
Data Driven ◽  
Knowledge Development ◽  
Data Sets ◽  
Random Solution ◽  
Segmentation Strategy ◽  
Segmentation Analysis ◽  
Consumer Data

Tourism researchers and the tourism industry rely heavily on data-driven market segmentation analysis for both knowledge development and market insight. Most algorithms used in data-driven market segmentation are exploratory; they do not generate one single stable result. Only when data are well-structured (when very clear, distinct market segments exist in the data) are repeated calculations likely to generate the same segmentation solution. When data lack structure, which is frequently the case in empirical consumer data sets, repeated calculations lead to different solutions. Running a market segmentation analysis once only can therefore lead to an entirely random solution that does not represent a strong foundation for developing a long-term market segmentation strategy. The present study (1) explains the problem, (2) assesses how high the risk is of random solutions occurring in tourism market segmentation studies, and (3) recommends an approach that can be used to avoid random solutions.

scholarly journals Market Segmentation by Travel Motivations under a Transforming Economy: Evidence from the Monte Carlo of the Orient

2018 ◽  
Vol 10 (10) ◽  
pp. 3395 ◽  
Author(s):  
Tiantian Shi ◽  
Xiaoming Liu ◽  
Jun Li
Keyword(s):  
Market Segmentation ◽  
Current Status ◽  
Research Focus ◽  
Economic Diversification ◽  
Market Segments ◽  
Tourist Destination ◽  
Mainland Chinese ◽  
Travel Motivations ◽  
Chinese Tourists ◽  
World Center

Macau, the world’s largest casino hub with the largest gambling revenues, has received increasing attention as a research focus. Macau attracts more and more Chinese outbound tourists each year due to its gambling industry monopoly in Greater China. Macau is positioning itself as a ‘world center of tourism and leisure’ and has set out plans to become a broader-based tourist destination with economic diversification. Thus, an understanding of people’s varied motivations plays an important role in the current status of an environment with a moderate diversification of economic development. The objective of this study is to classify the outbound mainland Chinese tourists in Macau into more homogeneous subgroups on the basis of their travel motivations. Thirteen motivation items are extracted into four factors (namely knowledge and culture, relaxation, entertainment and gambling, and prestige) through exploratory factor analysis. Three distinct market segments are identified—freedom seekers, multi-purpose seekers, and fun and special interest in gambling seekers—based on a cluster analysis using k-means methodology. This study also presents the socio-demographic and trip characteristic differences among these three segments.

Benefit Segmentation: A Decision-oriented Research Tool

1968 ◽  
Vol 32 (3) ◽  
pp. 30-35 ◽  
Author(s):  
Russell I. Haley
Keyword(s):  
Causal Relationship ◽  
Market Segmentation ◽  
Research Tool ◽  
Purchase Behavior ◽  
Buyer Behavior ◽  
Market Segments ◽  
Segmentation Strategy ◽  
Benefit Segmentation ◽  
Oriented Research

According to this article, most techniques of market segmentation rely only on DESCRIPTIVE factors pertaining to purchasers and are not efficient predictors of future buyer behavior. The author proposes an approach whereby market segments are delineated first on the basis of factors with a CAUSAL relationship to future purchase behavior. The belief underlying this segmentation strategy is that the benefits which people are seeking in consuming a given product are the basic reasons for the existence of true market segments.

Marketing and Gaelic football

2016 ◽  
Vol 32 (8) ◽  
pp. 15-17
Keyword(s):  
Market Segmentation ◽  
Design Methodology ◽  
Business Success ◽  
Market Segments ◽  
Content Type ◽  
Sports Organizations ◽  
Competitive Edge ◽  
Marketing Activities ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Market segmentation has long been acknowledged as a key component in business success. An ability to recognize and exploit disparities between different consumer segments can prove a rich source of opportunity for firms. Those able to successfully match their offerings with the requirements of specific market segments often secure and sustain a competitive edge. Segmentation strategies are critical to sports organizations as well as to more conventional industries. Sports consumers come in all shapes and sizes and no one-cap-fits-all where marketing activities are concerned. Different sports attract different consumer types. The secret is to identify the unique characteristics of each sub-group and target them accordingly. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

scholarly journals The Role of Internet and SEO in Branding Destinations: Case of Albania as a New Destination in Balkans

2017 ◽  
Vol 6 (1) ◽  
pp. 45-52
Author(s):  
Ermelinda Kordha Tolica ◽  
Klodiana Gorica ◽  
Vjollca Hysi Panajoti ◽  
Elenica Pjero
Keyword(s):  
Information And Communication Technologies ◽  
Web Sites ◽  
New Technologies ◽  
Positive Impact ◽  
Target Market ◽  
Tourist Destination ◽  
Destination Branding ◽  
New Destination ◽  
The Impact

Abstract The Development of Information and Communication Technologies (ICTs) has recently been changing almost every aspect of society and economy. Within the new technologies, Internet with has impacted the interactivity between people and the variety of products and brands. When the discussion is not simply about a common product/service, but about a tourist destination, the concepts of marketing and ICTs are even more intertwined. An important aspect of tourist destination marketing is its branding. Destination Branding concept is very important because it make possible for a destination to differentiate from competitors through an unique name and identification in the perception that the target market will have. The aim of this paper is to investigate the impact that Internet has in destination branding, especially for relatively new destinations. The role of Internet is present through a variety of tools, such as web-sites, e-mail, social networks, blogging etc. We will bring the Albanian Case as a new destination to illustrate how the use of Internet and its related tools has helped in constructing a good brand image. Nowadays people find themselves firstly searching for information online about the destinations they want to visit, through Internet and the various platforms, so they are becoming very important as means for branding a destination. Many Internet elements can make a difference in branding if included as needed in the e-marketing strategy of companies that are making the important work about destination branding. The most important elements that have a positive impact in Albania, are content and keywords of Websites and a good level of sharing with social media. While there is much more to do with forms such as blogging, very important tools in SEO and the use of the right elements to raise brand awareness and differentiation.

Self-reference bias in students' and managers' selection of target market segments

2017 ◽  
Vol 15 (1) ◽  
pp. 39-48
Author(s):  
Luke Greenacre ◽  
Victoria Jaeger ◽  
James Martin ◽  
Sarah Patrick ◽  
Yolanda Nguyen ◽  
...  
Keyword(s):  
Target Market ◽  
Market Segments ◽  
Reference Bias ◽  
Self Reference ◽  
Selection Of

scholarly journals Meditation Tourism, Buddhist Philosophy in Practice: A Case Study of Lumbini, Nepal

2020 ◽  
Vol 11 (1) ◽  
pp. 37-59
Author(s):  
Netra Prasad Sharma
Keyword(s):  
Research Study ◽  
National Development ◽  
Meditation Practice ◽  
Tourist Destination ◽  
The Core ◽  
Spiritual Tourism ◽  
Religious Tourism ◽  
The World ◽  
The Government

The dimensions of travelling and tourism have become manifold in recent decades. People love to travel with various purposes. Religious tourism, yoga tourism, peace tourism and spiritual tourism are some dimensions. Lumbini can be a best destination for meditation tourism, which could be much rewarding for individual, social and national development. The travelers and stakeholders have yet to be aware of this aspect. In Buddhism, Lumbini is a best destination for meditation tour. Exploring the importance of travelling Lumbini for meditation is the main objective of this article. Tourists and pilgrims would benefit immensely if they understand the significance of meditation tourism to Lumbini, its philosophy and practice. This article aims to explore the spiritual significance of Lumbini and it will provide visions of a purposeful development and publicity that would shape Lumbini as a best destination for meditation tourism. The government and private sectors are interested to develop Lumbini as best tourist destination. People all over the world are attracted to visit Lumbini for different reasons. Most tourists are unaware of the core aspect of visiting Lumbini. People who visit Lumbini are unaware about meditation practice or involving in charity works. Meditation and compassion are the core aspects of Buddha’s teachings, which are neither realized nor practiced. There seems a vast gap between the actual philosophy of Buddhism and the attitude of most of the visitors. This research study attempts to reveal the significance of meditation tourism in Lumbini.

scholarly journals THE PROCEDURE OF DEVELOPMENT OF INTERNATIONAL MARKET SEGMENTATION STRATEGY

2020 ◽  
pp. 166-182
Author(s):  
Olga Prygara ◽  
Viktoria Zhurylo
Keyword(s):  
Market Segmentation ◽  
International Market ◽  
International Markets ◽  
Individual Characteristics ◽  
Entrepreneurial Activity ◽  
Cultural Environment ◽  
Market Demand ◽  
Market Environment ◽  
Segmentation Strategy ◽  
Segmentation Process

Introduction. Increase of intensity of international economic activity under the process of internationalization of commodity markets lead to the necessity of search of attractive international markets and segments. Aim of the article is the development of procedure of international market segmentation strategy and determination of peculiarities of international market segmentation in comparison with segmentation of domestic markets, considering the necessity of evaluation of factors of choice of attractive markets, considering the influence of cultural environment on entrepreneurial activity. Method (Methodology). Application of methods of scientific generalization, analysis and synthesis gave an opportunity to distinguish elements, that characterize segmentation of international markets; to systemize the factors of international market environment, that influence international market segmentation process, define customers’ characteristics, that influence their purchasing decisions; to distinguish stages of international market segmentation; to describe features and marketing tasks of each stage. Results. Segmentation of international markets has to be viewed as the systematized process of division of international markets on the groups of countries and groups of individual customers on the basis of their cultural values and motivations concerning their decision making process, that gives an opportunity to satisfy their specific needs and strengthen international competitive positions. The factors that influence international segmentation process are macrofactors: geographic, structural-demographic, legal, economic, scientific, socio-cultural; and microfactors: common market factors (market demand, competitive factors, factors of quality characteristics of the product) and customer-based factors (psychological, behavioral, individual characteristics of customers). The stages of the procedure of developing of international segmentation strategy are: market attractiveness evaluation; competitive analysis; demand evaluation; cultural environment analysis; macrosegmentation of markets; microsegmentation of markets; implementation of strategy and control. The proposed strategy of international segmentation strategy requires forming of the detailed marketing plan to a certain market segment and constant monitoring of its realization in accordance with changes in market environment and motivations of customers.

scholarly journals Segmentasi Pasar Ganda dalam Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra

2019 ◽  
Vol 4 (1) ◽  
pp. 1-7
Author(s):  
Gisela Anindita
Keyword(s):  
Social Media ◽  
Market Segmentation ◽  
Target Audience ◽  
Communication Strategy ◽  
Target Market ◽  
Marketing Communication ◽  
Important Thing ◽  
Product Service

Abstrak Komunikasi marketing adalah sebuah strategi dalam penyampaian informasi mengenai sebuah produk, jasa, ataupun kegiatan. Dalam komunikasi marketing, salah satu hal terpenting ialah segmentasi pasar. Target komunikasi dapat dibagi melalui demografis dan psikologis. Dalam artikel ini akan mendeskripsikan bagaimana ambiguitas target komunikasi marketing dapat terjadi pada Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG)pada tahun 2017. Secara garis besar, target komunikasi marketing KMG terbagi menjadi dua, yakni generasi X (kelahiran 1961-1980) dan generasi peralihan Y (1981-1997) dan Z (1998-2011). Hasilnya adalah karena adanya pengaruh perbedaan generasi dalam manajemen KMG itu sendiri. Nama Guruh Soekarno Putra, konsep acara, dan media sosial yang digunakan dalam strategi komunikasi marketing pun menimbulkan ambiguitas, sehingga target market yang dicapai terlalu luas dan menimbulkan ketidak-teraturan pada saat acara tersebut. Abstract Marketing communication is a strategy to give information about a product, service, or any activity. In marketing communication, one of the most important thing is a market segmentation. Communication target audience can be devided by demographic and psychology. This article will be describe about how ambiguity of communication target audience on Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG) 2017 can be occur. In larger scale, communication target audience KMG divide in to two, the X generation (born between 1961-1980) and transitional generation between Y (born between 19811997) and Z (1998-2011). The result found that the ambiguity is occur because of differencess between both generation inside the KMG organization itself. The name of Guruh Soekarno Putro, the concept of the concert, an social media that used in marketing communication strategy also make a ambiguity, thus maket the marketing target too widely and raises the chaotic at the concert.

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