Market segmentation in tourism

Dolnicar, Sara (2012). Market segmentation in tourism. In Rodoula H. Tsiotsou and Ronald Earl Goldsmith (Ed.), Strategic Marketing in Tourism Services (pp. 17-34) Bingley, UK: Emerald Group Publishing.

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Name Description MIMEType Size Downloads
Author Dolnicar, Sara
Title of chapter Market segmentation in tourism
Title of book Strategic Marketing in Tourism Services
Place of Publication Bingley, UK
Publisher Emerald Group Publishing
Publication Year 2012
Sub-type Critical review of research, literature review, critical commentary
Open Access Status
ISBN 9781780520704
Editor Rodoula H. Tsiotsou
Ronald Earl Goldsmith
Chapter number 2
Start page 17
End page 34
Total pages 18
Total chapters 21
Language eng
Formatted Abstract/Summary
Tourists are not all the same, they have different pictures of their ideal vacation. Tourists are heterogeneous. Market segmentation is the strategic tool to account for heterogeneity among tourists by grouping them in to market segments which include members similar to each other and dissimilar to members of other segments. Both tourism researchers and tourism industry use market segmentation widely to study opportunities for competitive advantage in the marketplace.

This chapter explains the foundations of market segmentation, discusses alternative ways in which market segment scan be formed, guides the reader through two practical examples, highlights methodological difficulties and points to milestone publications and recently published applications of market segmentation in the field of tourism.
Keyword Market segmentation
A priori
A posteriori
Market segmentation analysis
Tourism market segmentation
Q-Index Code B1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Book Chapter
Collection: UQ Business School Publications
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Created: Wed, 26 Feb 2014, 13:48:56 EST by Sara Dolnicar on behalf of UQ Business School