Evaluating different bases for market segmentation: a comparison of geographic origin versus activity participation for generating tourist market segments

Moscardo, Gianna, Pearce, Philip, and Morrison, Alastair (2001) Evaluating different bases for market segmentation: a comparison of geographic origin versus activity participation for generating tourist market segments. Journal of Travel and Tourism Marketing, 10 (1). pp. 29-49.

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Abstract

While market segmentation has become a major approach to understanding the nature of tourists and their travel behaviour, there exists considerable debate over which bases and statistical approaches provide the best segmentation solutions. Morrison (1996) has offered eight criteria for evaluating the success or value of a segmentation result. This paper used these eight criteria to evaluate two different segmentation approaches used with the same survey sample. An a priori geographic segmentation of visitors to the Wet Tropics region of Australia was compared to an activity based a posteriori segmentation approach. There was evidence that the activity segmentation approach fulfilled the eight criteria more adequately than the geographic approach. It was further suggested that for large samples a multi-stage methodology might be a desirable approach for meeting all eight marketing segmentation effectiveness criteria.

Item ID: 13291
Item Type: Article (Refereed Research - C1)
Keywords: evaluating different bases; market segmentation; tourism; segmentation; geographic origin; behavior; activity participation
ISSN: 1540-7306
Date Deposited: 02 Dec 2010 06:32
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150604 Tourism Marketing @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900302 Socio-Cultural Issues in Tourism @ 100%
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