Market segmentation approaches in tourism

Sara Dolnicar (2014). Market segmentation approaches in tourism. In Scott McCabe (Ed.), The Routledge Handbook of Tourism Marketing (pp. 197-208) Abingdon, Oxon, United Kingdom: Routledge.

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Author Sara Dolnicar
Title of chapter Market segmentation approaches in tourism
Title of book The Routledge Handbook of Tourism Marketing
Place of Publication Abingdon, Oxon, United Kingdom
Publisher Routledge
Publication Year 2014
Sub-type Chapter in reference work, encyclopaedia, manual or handbook
Open Access Status File (Author Post-print)
Series Routledge Handbooks
ISBN 9780415579036
9781315858265
9781317936190
9781306288460
Editor Scott McCabe
Chapter number 15
Start page 197
End page 208
Total pages 12
Total chapters 41
Collection year 2015
Language eng
Formatted Abstract/Summary
Identifying that segmentation research has formed a very important strand of tourism marketing research, Sara Dolnicar provides a focused discussion on the methods and issue in Chapter 15. Dolnicar first outlines the role of market segmentation in marketing planning before discussing the disconnect between academic research on market segmentation and the practices of the tourism industry. Industry often uses naïve or basic approaches to segment their markets, yet there are sophisticated approaches being used in academic research. However, these are not without their challenges, particularly the basic assumptions upon which segments are identified, either as natural (differences in market characteristics exist) or as exploratory (research process identifies and creates segments). Of course, each may have their use for the industry and Dolnicar points to the potential that segmentation methods offer in the future for this key aspect of tourism marketing research.
Q-Index Code B1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Book Chapter
Collections: Non HERDC
UQ Business School Publications
 
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Created: Fri, 28 Mar 2014, 16:35:51 EST by Sara Dolnicar on behalf of UQ Business School