Insights into how regional tourism operators view their markets

Article

Tkaczynski, Aaron, Rundle-Thiele, Sharyn R. and Beaumont, Narelle. 2008. "Insights into how regional tourism operators view their markets." International Journal of Organisational Behaviour. 13 (1), pp. 16-27.
Article Title

Insights into how regional tourism operators view their markets

ERA Journal ID21951
Article CategoryArticle
AuthorsTkaczynski, Aaron (Author), Rundle-Thiele, Sharyn R. (Author) and Beaumont, Narelle (Author)
Journal TitleInternational Journal of Organisational Behaviour
Journal Citation13 (1), pp. 16-27
Number of Pages12
Year2008
Place of PublicationToowoomba, Australia
ISSN1440-5377
Web Address (URL)http://www.usq.edu.au/resources/tkaczynskivol13no2.pdf
Abstract

[Abstract]: Many researchers have considered segmentation in the tourism context and these efforts have enabled us to understand the bases that tourism destinations can use to segment markets and the bases that are more accurate predictors of future tourist behaviour. To date, all studies have used tourist data to profile the tourists travelling to a destination and most studies have used quantitative data. Addressing a key gap in the literature, this research sought to understand how tourist operators actually segment their market. Twelve tourism operators (activity operators, accommodation providers, destination marketing organisations and other stakeholders) were interviewed in one regional Australian tourism destination. Results indicated that different segmentation bases were used by different tourism operators. Activities sought, location, age, and trip purpose were the variables most frequently used by tourism operators to describe tourists. A tourist operator view is important because tourist operators can describe the tourists that are currently using their services. Given that different tourist operators attract different tourists, insights from these tourism operators can be compared with tourist data, thus enabling researchers to determine if they are adequately describing the tourists travelling to a destination.

Keywordssegmentation, case study, tourism, destination
ANZSRC Field of Research 2020350804. Tourism marketing
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Byline AffiliationsSchool of Management and Marketing
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