Destination segmentation: a recommended two-step approach

Article

Tkaczynski, Aaron, Rundle-Thiele, Sharyn and Beaumont, Narelle. 2010. "Destination segmentation: a recommended two-step approach." Journal of Travel Research. 49 (2), pp. 139-152. https://doi.org/10.1177/0047287509336470
Article Title

Destination segmentation: a recommended two-step approach

ERA Journal ID19681
Article CategoryArticle
AuthorsTkaczynski, Aaron (Author), Rundle-Thiele, Sharyn (Author) and Beaumont, Narelle (Author)
Journal TitleJournal of Travel Research
Journal Citation49 (2), pp. 139-152
Number of Pages14
Year2010
Place of PublicationThousand Oaks, USA
ISSN0047-2875
0147-2399
1552-6763
Digital Object Identifier (DOI)https://doi.org/10.1177/0047287509336470
Abstract

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.

Keywordsmarket segmentation; destination; stakeholder theory; twostep cluster analysis
ANZSRC Field of Research 2020350716. Small business organisation and management
350805. Tourism resource appraisal
350804. Tourism marketing
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File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsUniversity of Queensland
Griffith University
School of Management and Marketing
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