Segmentation: a tourism stakeholder view

Article

Tkaczynski, Aaron, Rundle-Thiele, Sharyn R. and Beaumont, Narelle. 2009. "Segmentation: a tourism stakeholder view." Tourism Management: research, policies, practice. 30 (2), pp. 169-175. https://doi.org/10.1016/j.tourman.2008.05.010
Article Title

Segmentation: a tourism stakeholder view

ERA Journal ID19693
Article CategoryArticle
AuthorsTkaczynski, Aaron (Author), Rundle-Thiele, Sharyn R. (Author) and Beaumont, Narelle (Author)
Journal TitleTourism Management: research, policies, practice
Journal Citation30 (2), pp. 169-175
Number of Pages7
Year2009
Place of PublicationUnited Kingdom
ISSN0261-5177
1879-3193
Digital Object Identifier (DOI)https://doi.org/10.1016/j.tourman.2008.05.010
Web Address (URL)http://www.sciencedirect.com/science/journal/02615177
Abstract

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.

Keywordssegmentation; tourism stakeholders; destination marketing; case study
ANZSRC Field of Research 2020350806. Tourist behaviour and visitor experience
350606. Marketing research methodology
350804. Tourism marketing
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Byline AffiliationsSchool of Management and Marketing
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