Are green tourists a managerially useful target segment?

Dolnicar, Sara and Matus, Katrina (2008) Are green tourists a managerially useful target segment?. Journal of Hospitality and Leisure Marketing, 17 3-4: 314-334. doi:10.1080/10507050801984826

Author Dolnicar, Sara
Matus, Katrina
Title Are green tourists a managerially useful target segment?
Journal name Journal of Hospitality and Leisure Marketing   Check publisher's open access policy
ISSN 1050-7051
Publication date 2008
Sub-type Article (original research)
DOI 10.1080/10507050801984826
Volume 17
Issue 3-4
Start page 314
End page 334
Total pages 21
Place of publication Philadelphia, PA, United States
Publisher Routledge
Language eng
Formatted abstract
Environmental sustainability in tourism has received significant attention among destination managers and researchers alike. Yet the range of measures proposed to reduce the environmental footprints of tourists at a destination remains limited to measures taken at the destination, as opposed to marketing measures which aim to attract truly green tourists. The potential of using green tourists as a market segment, however, has not been established.

We review published profiles of green tourists and assess the managerial usefulness of this segment using theoretical criteria of segment attractiveness. Results indicate that much is known about the distinctive characteristics of green tourists. Very little, however, has been done to assess whether green tourists are substantial enough to represent a useful target market, whether a customized marketing mix can be designed, whether they can be reached through specific communication channels and whether green tourists can be identified repeatedly. These results provide a clear direction for future research into the green tourist market segment, which is essential for a marketing-oriented approach to sustainable tourism to be successful.
Keyword Sustainable tourism
Green tourists
A priori segmentation
Commonsense segmentation, a posteriori segmentation
Data-driven segmentation
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
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Citation counts: Scopus Citation Count Cited 15 times in Scopus Article | Citations
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Created: Thu, 11 Apr 2013, 15:32:57 EST by Dr Kayleen Campbell on behalf of School of Tourism