Lifestyle segmentation in tourism and leisure: Imposing order or finding it?

Scott, Noel and Parfitt, Nick (2005) Lifestyle segmentation in tourism and leisure: Imposing order or finding it?. Journal of Quality Assurance in Hospitality & Tourism, 5 2-4: 121-139. doi:10.1300/J162v05n02_07

Author Scott, Noel
Parfitt, Nick
Title Lifestyle segmentation in tourism and leisure: Imposing order or finding it?
Journal name Journal of Quality Assurance in Hospitality & Tourism   Check publisher's open access policy
ISSN 1528-008X
Publication date 2005-03
Year available 2005
Sub-type Article (original research)
DOI 10.1300/J162v05n02_07
Volume 5
Issue 2-4
Start page 121
End page 139
Total pages 19
Place of publication New York, United States
Publisher Haworth Hospitality Press
Language eng
Subject 1506 Tourism
15 Commerce, Management, Tourism and Services
150604 Tourism Marketing
Abstract This article examines three different approaches to lifestyle segmentation in improving the quality of tourism and leisure marketing decisions in three separate cases. Tourism and leisure products are prototypical lifestyle purchase yet in many tourism research studies visitors are described by demographics or tourism behaviour only. These cases illustrate different approaches to lifestyle segmentation. Firstly, there are segmentation schemes based on external logic that can be broadly applied across a range of markets, including tourism and leisure. Alternatively, there are schemes that are based on a 'conversation' with the data and which rely on an internal logic within that data that may not transfer to other market contexts. Between these two lie schemes that apply external paradigms to specific datasets. The cases selected illustrate points along this spectrum. The first case study examines the use by government tourism organizations of lifestyle segmentation 'bought in' from an external source. Here lifestyle segmentation data is collected from a representative sample of the Australian population as part of a commercial “single source” data set. The second case is based on a regional tourism study, which has utilized prior theory to develop its own lifestyle segmentation and at the same time related this to boarder characteristics of tourists in Tropical North Queensland. The third case examines the development of tailored lifestyle segmentation among 'event' spectators based on purely internal criteria unrelated to the broader population. These cases provide insight into the appropriate development and application of lifestyle segmentation and the use of the data by tourism and leisure managers. Managers may think about the type of lifestyle segmentation approach required based on how the segmentation scheme results need to be related to the wider market or population.
Keyword Lifestyle segmentation
Case study
Q-Index Code C1
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
UQ Business School Publications
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Created: Tue, 15 Dec 2009, 14:39:32 EST by Macushla Boyle on behalf of Faculty of Business, Economics & Law