Segmentation: a tourism stakeholder view

Tkaczynski, Aaron and Rundle-Thiele, Sharyn R. and Beaumont, Narelle (2009) Segmentation: a tourism stakeholder view. Tourism Management, 30 (2). pp. 169-175. ISSN 0261-5177

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Tourism segmentation research has focused on (1) developing tourist segment profiles using primary and secondary tourist data and (2) understanding which segmentation bases can accurately predict future tourist behaviour. Researchers have not considered how tourism stakeholders are segmenting their tourist markets. This paper presents evidence to suggest that the use of combined segmentation
variables to develop tourism profiles is warranted and that a ‘one size fits all’ approach is not suitable because different tourism stakeholders within a single destination attract different tourists. Furthermore, this research identified that the segments used by the destination marketing organisation failed to holistically describe the tourist groups using the different services provided by tourism stakeholders within a single destination. Destination marketing is complex involving many stakeholders each likely to be attracting different tourist segments and future research endeavours must acknowledge this complexity.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Author's version deposited in accordance with the copyright conditions of the publisher (Elsevier).
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 27 Jan 2009 00:43
Last Modified: 22 Jun 2018 01:18
Uncontrolled Keywords: segmentation; tourism stakeholders; destination marketing; case study
Fields of Research : 15 Commerce, Management, Tourism and Services > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
15 Commerce, Management, Tourism and Services > 1506 Tourism > 150604 Tourism Marketing
Socio-Economic Objective: B Economic Development > 90 Commercial Services and Tourism > 9003 Tourism > 900303 Tourism Infrastructure Development
Identification Number or DOI: 10.1016/j.tourman.2008.05.010

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