Choosing the Optimal Segmentation Technique to Understand Tourist Behaviour

McKercher, Bob, Tolkach, Denis, Mahadewi, Ni Made Eka, and Byomantara, Dewa Gde Ngurah (2023) Choosing the Optimal Segmentation Technique to Understand Tourist Behaviour. Journal of Vacation Marketing, 29 (1). pp. 71-83.

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This study compares and contrasts five different segmentation techniques to determine which one(s) best describe behaviour among independent tourists who visited Bali, Indonesia. The five techniques included geographic, demographic, behavioural and motivation segmentation, plus a hybrid technique that included geographic, demographic and behavioural variables. The study revealed geographic segmentation proved to be the most efficacious, with motivation segmentation least reliable. However, the authors caution that the preferred segmentation technique depends on the objectives of the study, with each method adopted serving a specific purpose.

Item ID: 73066
Item Type: Article (Research - C1)
ISSN: 1479-1870
Keywords: Bali, segmentation, method
Copyright Information: © The Author(s) 2022
Date Deposited: 16 Mar 2022 09:09
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350804 Tourism marketing @ 100%
SEO Codes: 11 COMMERCIAL SERVICES AND TOURISM > 1104 Tourism services > 110401 Economic issues in tourism @ 100%
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