Event segmentation: A research agenda

Tkaczynski, Aaron and Rundle-Thiele, Sharyn (2010). Event segmentation: A research agenda. In: CAUTHE 2010: Tourism and hospitality: Challenge the limits. 20th Annual CAUTHE 2010 conference, Hobart, Tas., Australia, (1514-1528). 9-11 February 2010.

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Author Tkaczynski, Aaron
Rundle-Thiele, Sharyn
Title of paper Event segmentation: A research agenda
Conference name 20th Annual CAUTHE 2010 conference
Conference location Hobart, Tas., Australia
Conference dates 9-11 February 2010
Proceedings title CAUTHE 2010: Tourism and hospitality: Challenge the limits
Place of Publication Hobart, Tas., Australia
Publisher University of Tasmania
Publication Year 2010
Sub-type Fully published paper
ISBN 9781862955608
Start page 1514
End page 1528
Total pages 15
Language eng
Abstract/Summary This paper reviews 137 event segmentation studies. Traditionally, event segmentation studies have focused on developing attendee profiles based on secondary data or a review of the literature. Further, the views of multiple stakeholders have not been considered when seeking to attract attendees for events. This paper recommends that a two-step approach to event segmentation warrants consideration in future research. The two-step approach to segmentation encourages researchers to incorporate the views of multiple event stakeholders. In the two-step approach to segmentation, step one involves understanding how multiple stakeholders view their market to identify relevant segmentation variables. Step two involves segmenting the event attendees using the segmentation variables identified in step one. This paper outlines a research agenda for event segmentation research. Segmentation underpins marketing, and the adoption of the two-step approach to segmentation in future research may assist event organisers to maximise limited resources by targeting more of the type of attendees who are likely to attend the proposed event.
Keyword Attendees
Stakeholder theory
Q-Index Code E1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Conference Paper
Collection: UQ Business School Publications
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Created: Tue, 29 Mar 2011, 23:06:58 EST by Dr Aaron Tkaczynski on behalf of School of Tourism