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    Market segments based on the dominant movement patterns of tourists

    215529_215529.pdf (956.9Kb)
    Access Status
    Open access
    Authors
    Xia, Jianhong (Cecilia)
    Evans, F.
    Spilsbury, Katrina
    Ciesielski, V.
    Arrowsmith, C.
    Wright, Graeme
    Date
    2010
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Xia, J. and Evans, F. and Spilsbury, K. and Ciesielski, V. and Arrowsmith, C. and Wright, G. 2010. Market segments based on the dominant movement patterns of tourists. Tourism Management. 31 (4): pp. 464-469.
    Source Title
    Tourism Management
    DOI
    10.1016/j.tourman.2009.04.013
    ISSN
    02615177
    School
    Department of Spatial Sciences
    Remarks

    © 2010. This manuscript version is made available under the CC-BY-NC-ND 4.0 license https://creativecommons.org/licenses/by-nc-nd/4.0/

    URI
    http://hdl.handle.net/20.500.11937/20253
    Collection
    • Curtin Research Publications
    Abstract

    This paper presents an innovative method for tourist market segmentation-based on dominant movement patterns of tourists; that is, the travel sequences or patterns used by tourists most frequently. There were three steps to achieve this goal. In the first step, general log-linear models were adopted to identify the dominant movement patterns, while the second step was to discover the characteristics of the groups of tourists who travelled with these patterns. The Expectation–Maximisation algorithm was then used to partition tourist segments in terms of socio-demographic and travel behavioural variables. The third step was to select target markets based upon the earlier analysis. These methods were applied to a sample of tourists, over the period of a week, on Phillip Island, Victoria, Australia. A significant outcome of this research is that it will assist tourism organisations to identify tourism market segments and develop better tour packages and more efficient marketing strategies aligned to the characteristics of the tourists.

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