Segmenting destinations: In the eyes of the stakeholders

Tkaczynski, Aaron and Rundle-Thiele, Sharyn (2011) Segmenting destinations: In the eyes of the stakeholders. International Journal of Culture, Tourism and Hospitality Research, 5 3: 255-268. doi:10.1108/17506181111156952

Author Tkaczynski, Aaron
Rundle-Thiele, Sharyn
Title Segmenting destinations: In the eyes of the stakeholders
Journal name International Journal of Culture, Tourism and Hospitality Research   Check publisher's open access policy
ISSN 1750-6182
Publication date 2011
Sub-type Article (original research)
DOI 10.1108/17506181111156952
Volume 5
Issue 3
Start page 255
End page 268
Total pages 14
Place of publication Bingley, W. Yorks., United Kingdom
Publisher Emerald Group Publishing
Collection year 2012
Language eng
Formatted abstract
Purpose – This paper aims to recommend a two-step approach to destination segmentation that incorporates the views both of multiple stakeholders and of tourists.
Design/methodology/approach – Step one applies a case study approach incorporating semi-structured interviews with 13 destination stakeholders. Step two involves segmenting tourists to the destination based on a questionnaire survey developed from the semi-structured interviews. The study compares and contrasts the result with the current DMO approach.
Findings – The two-step approach produces three segments for the destination under study using four segmentation bases and ten variables. The DMO approach also utilizes all four segmentation bases but produces six segments with five different variables. The DMO approach captures fewer tourists visiting the destination.
Research limitations/implications – This study considers one regional Australian destination. Future research is recommended in a range of alternative destinations to further understand the two-step segmentation approach. It is recommended that the two-step approach should be extended to destination branding and positioning.
Originality value – Segmentation guides positioning and branding strategies and the proposed two-step approach may assist destination stakeholders to reach more of the types of tourists who are likely to visit the destination.
Keyword Segmentation
Stakeholder theory
Tourism management
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2012 Collection
UQ Business School Publications
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Citation counts: Scopus Citation Count Cited 0 times in Scopus Article
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Created: Wed, 04 Jan 2012, 11:57:33 EST by Jane Malady on behalf of School of Tourism