Destination segmentation: a recommended two-step approach

Tkaczynski, Aaron and Rundle-Thiele, Sharyn and Beaumont, Narelle (2010) Destination segmentation: a recommended two-step approach. Journal of Travel Research, 49 (2). pp. 139-152. ISSN 0047-2875

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Tourism segmentation studies have traditionally developed segmentation variables from secondary data or a review of the literature. Based on stakeholder theory, this study recommends a two-step approach to destination segmentation, incorporating the views of multiple stakeholders. This article details the recommended segmentation approach using one Australian destination. Step 1 involves understanding how multiple stakeholders viewed their market to identify relevant segmentation variables. Step 2 involves segmenting the destination based on the variables identified in step 1. When compared with segments currently used by the destination marketing organization, the segments derived from the two-step approach to segmentation capture more of the tourists visiting the area. Segmentation guides budgetary decision making, and the proposed two-step approach to segmentation may assist tourism destinations to maximize limited resources by targeting more of the types of tourists who are frequenting the destination.

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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 policy of the publisher.
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 03 Aug 2010 11:24
Last Modified: 03 Jul 2013 00:00
Uncontrolled Keywords: market segmentation; destination; stakeholder theory; twostep cluster analysis
Fields of Research : 15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150314 Small Business Management
15 Commerce, Management, Tourism and Services > 1506 Tourism > 150605 Tourism Resource Appraisal
15 Commerce, Management, Tourism and Services > 1506 Tourism > 150604 Tourism Marketing
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Identification Number or DOI: 10.1177/0047287509336470

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