Market segments based on the dominant movement patterns of tourists
MetadataShow full item record
© 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/
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.
Showing items related by title, author, creator and subject.
Quintal, Vanessa; Thomas, B.; Phau, Ian; Soldat, Z. (2017)Purpose: The study aims to introduce a comprehensive segmentation instrument that incorporates the push–pull winescape attributes, providing a new perspective of the wine tourist profile and explaining their behavioural ...
Saili, Abdul Rahman (2011)Farmers‟ markets are an exciting and important form of free enterprise. They have a strong potential to support sustainable development due to the myriad of economic and social benefits they could bring to a society. ...
Scenario analysis of tourism's water footprint for China's Beijing–Tianjin–Hebei region in 2020: implications for water policyLi, Jun (2017)Based on the life cycle footprint analysis method, this paper undertakes a comprehensive assessment of tourism-related direct and indirect water consumption under four counterfactual tourism scenarios in China's ...