Destination segmentation: A recommended two-step approach

Tkaczynski, Aaron, Rundle-Thiele, Sharyn and Beaumont, Narelle (2010) Destination segmentation: A recommended two-step approach. Journal of Travel Research, 49 2: 139-152. doi:10.1177/0047287509336470

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Author Tkaczynski, Aaron
Rundle-Thiele, Sharyn
Beaumont, Narelle
Title Destination segmentation: A recommended two-step approach
Journal name Journal of Travel Research   Check publisher's open access policy
ISSN 0047-2875
Publication date 2010
Year available 2009
Sub-type Article (original research)
DOI 10.1177/0047287509336470
Volume 49
Issue 2
Start page 139
End page 152
Total pages 14
Editor Richard R Perdue
Place of publication Thousand Oaks, CA., United States
Publisher Sage Publications
Collection year 2011
Language eng
Subject C1
900399 Tourism not elsewhere classified
150604 Tourism Marketing
Abstract Tourism segmentation studies have traditionally developed segmentation variables from secondary data or a review of the literature. Based on stakeholder theory, this study recommends a two-step approach to destination segmentation, incorporating the views of multiple stakeholders. This article details the recommended segmentation approach using one Australian destination. Step 1 involves understanding how multiple stakeholders viewed their market to identify relevant segmentation variables. Step 2 involves segmenting the destination based on the variables identified in step 1. When compared with segments currently used by the destination marketing organization, the segments derived from the two-step approach to segmentation capture more of the tourists visiting the area. Segmentation guides budgetary decision making, and the proposed two-step approach to segmentation may assist tourism destinations to maximize limited resources by targeting more of the types of tourists who are frequenting the destination.© SAGE Publications 2010.
Keyword Destination
Stakeholder theory
Two-step cluster analysis
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Available online 20 May 2009

Document type: Journal Article
Sub-type: Article (original research)
Collections: 2010 Higher Education Research Data Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 16 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 26 times in Scopus Article | Citations
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Created: Thu, 08 Apr 2010, 11:38:01 EST by Claire Shuter on behalf of School of Tourism