Regional Market Segmentation Analysis in Australia

The aim of this paper is to show the relevance of using a regionally differentiated approach in national tourism marketing and forecasting. Attracting market segments with a spatial preference for peripheral and less visited regions can help to achieve a better spread of tourismÆ impacts and reduce pressure on the more congested tourist centers.     

Evaluating Different Bases for Market Segmentation

Abstract

While market segmentation has become a major approach to understanding the nature of tourists and their travel behaviour, there exists considerable debate over which bases and statistical approaches provide the best segmentation solutions. Morrison (1996) has offered eight criteria for evaluating the success or value of a segmentation result. This paper used these eight criteria to evaluate two different segmentation approaches used with the same survey sample. An a priori geographic segmentation of visitors to the Wet Tropics region of Australia was compared to an activity based a posteriori segmentation approach. There was evidence that the activity segmentation approach fulfilled the eight criteria more adequately than the geographic approach. It was further suggested that for large samples a multi-stage methodology might be a desirable approach for meeting all eight marketing segmentation effectiveness criteria.     

A Lifestyle Segmentation Analysis of the Backpacker Market in Scotland

ABSTRACT

The purpose of the research outlined in this article is to provide a travel lifestyle segmentation analysis of one particular tourist group, commonly known as 'backpackers', who reside in Scottish Youth Hostel Association hostels. This research was undertaken due to the lack of understanding and knowledge of this market in the United Kingdom, specifically their needs, wants and motivations. Five cluster groups were uncovered in total: Typical Backpackers, Discoverers, Outdoors, Family Ties, and Routine Travellers. The aim of this article is to provide a wider understanding beyond the demographics of the backpacker and thus provide useful marketing and promotional advice for suppliers to the backpacker market. It also aims to contrast the Scottish backpacker market with findings in Australia, to determine whether cluster groups uncovered are similar in both countries.     

Activity Segmentation of the International Heritage Tourism Market to Taiwan

The heritage tourism market has developed from being regarded as a small niche segment to a mainstream market of considerable size. In Taiwan, diversified heritage resources hold considerable appeal to the international tourism market. Little research has been completed on international heritage tourists to Taiwan, so this study utilized Taiwan as a case study and examined international tourists to the destination. It first employed cluster analysis based on activity participation to segment the market and test for the existence of “heritage tourists”. Three groups of international tourists to Taiwan were identified and they were labelled as “heritage”, “shopping” and “non-specialists”. The heritage group had a high participation rate in visiting heritage relics (90.6%). The study also profiled tourists according to the reasons they travelled to Taiwan and socio-demographic variables. The heritage tourists and other activity participation groups were compared to reveal the major motivational and socio-demographic differences involved. The findings showed that “international heritage tourists to Taiwan” were a group of visitors with relatively younger ages, middle levels of income and higher educational levels. The study defined heritage tourists who indicated visiting heritage sites as part of their reason for visiting Taiwan as “motivated heritage visitors”. Other heritage tourists who participated in heritage activities, but did not list heritage tourism as a reason for visiting Taiwan, were defined as “heritage site visitors”. Finally, the study profiled the two groups of heritage tourists and compared them, with significant differences being found in ages and nationalities.     

Market Segmentation in Time of Crisis

SUMMARY

The MICE sector (meetings, incentives, conventions, and exhibitions), has generated high foreign exchange revenue for the economy worldwide. In Thailand, MICE tourists are recognized as 'quality' visitors, mainly because of their high-spending potential. Nonetheless, Thailand's MICE sector has been influenced by a number of crises in the past since September 11, 2001. While a number of researchers have discussed the tourism market segmentation strategies during a crisis situation, less effort has focused on the MICE sector. Using Thailand as a case study, this research has adopted Seaton and Bennett's (1996, p. 31) concept of tourism market segmentation in order to understand the market segmentation strategy implemented by organizations in the MICE sector in time of crisis.     

Expenditure-Based Segmentation of a Mountain Destination Tourist Market

Although tourism is one of the most dynamic economic activities worldwide, few studies have been conducted on the potential role of market segmentation based on visitors' expenditure level at the destination in order to define strategies for maximizing the economic benefits of tourism for local destinations. This study extends the research undertaken in this area by identifying different clusters of visitors, in a Portuguese mountain destination, according to the level and patterns of visitors' expenditure during the visit. Four distinct segments were identified and show statistically significant differences regarding their economic relevance for the destination, sociodemographic profile, and trip behavior. This study contributes to the discussion of analytical marketing tools available in the context of destination planning, aiming at the definition of strategies that may maximize the economic contribution of tourism for local economic development.     

Using a Validation Process to Develop Market Segmentation Based on Travel Motivation for Major Metropolitan Areas

Studies on market segmentation based on travelers' push motivation have been conducted without implementing a statistically validated procedure for establishing the segmented markets. The purpose of this study is to identify validated traveler market segments by examining what travelers' push motivation dimensions are among the heterogeneity of travelers to a major metropolitan area. The six push motivation dimensions were extracted from the 20 motivation items by conducting factor analysis (i.e., Social/Interaction, Excitement/Fun, Relaxation, Sightseeing, Family/Friends, and Sports). Cluster analysis identified the three homogeneous groups of travelers. Subsequent discriminant analysis verified the existence of the three travelers' markets in the metropolitan area. Managerial implications are suggested for the three push motivation‐based segments.     

Market Segmentation of Golf Event Spectators Using Leisure Benefits

The proliferation of golf events has provided increased opportunities to watch professional golf tournaments. The purpose of this study is to examine a variety of leisure benefits sought by Korean golf event spectators and provide useful marketing strategies to fulfill their needs. Within the contexts of leisure benefits, different individuals tend to assign different meanings to the same leisure experience. In this sense, golf event spectators are likely to pursue heterogeneous leisure benefits from their engagement. This study identified four distinct spectator groups (i.e., escape seekers, exercise seekers, interest seekers, and excitement seekers) and uncovered significant differences among these segments. Results provided empirical support that event-based sport tourism marketers need to implement diverse strategies to increase and reinforce their customer base.     

经济型酒店的产品创新与市场细分

经济型酒店经过快速扩张,已经形成了稳定的品牌个性和相对完善的网络建设,但是随着竞争的加剧,未来市场分化是必然趋势.以产品差异化为动力的经济型酒店的专营化发展可以避免同质化带来的价格竞争,并且将不同消费者的潜在需求转化为现实需求,从而形成细化的专业市场,使得经济型酒店产品形态更加丰富,市场发育更为成熟.     

Market Segmentation of International Tourists Based on Motivation to Travel: A Case Study of Taiwan

Tourism represents a principal sector of the economy of Taiwan. Consequently, the government is currently focusing on developing the country as a major tourist destination in Asia. Thus, the primary aims of this research were to explore factors related to tourists’ motivations to visit Taiwan as well as the demographic segmentation of these foreign tourists. Using a convenience sample, 249 surveys were collected and analyzed. The results show that five push (enlightenment and reputation; unusual and affection; freedom; interpersonal communication and sharing; and family and friends relationship) and six pull factors (attitude and quality of service; cost, shopping, and tasting; diverse attraction; culture connections; sport facilities, wildlife and events; and accessibility) play important roles in the motivations of foreign tourists. Furthermore, foreign tourists can be clustered into five groups based on motivation (scenery/knowledge seekers, accessibility/expenditure seekers, relaxation/relation seekers, novelty/experience seekers, sport/service seekers) and five demographic groups (gender, age, marital status, nationality, and income). According to these results, suggestions are made as to how Taiwan could effectively develop tourism policies and marketing strategies to attract international tourists.     

Traveler Geographic Origin and Market Segmentation for Small Island Nations: The Barbados Case

Abstract

This paper explores the effectiveness of geographic origin as a basis for segmenting visitors to small island nations that depend exclusively on international travelers as tourism markets. International visitation data drawn from the Barbados annual tourist survey, data on five geographic markets (USA, the UK, Canada, Germany, and Trinidad) are examined to determine whether country origin can be used as a segmentation criterion to effectively establish preferred visitor profiles. Visitor characteristics and profiles are found to be distinguishable by country of origin. These have implications for tourism promotion and distribution strategies for small island nations.     

Behavioral Adaptation of Alpine Skiers to Climate Change: Examining Activity Involvement and Place Loyalty

This study employed a visitor survey to analyze the influence that changing climatic conditions have on the substitution behaviors of alpine skiers (activity, spatial, temporal). It further focuses on the role that activity involvement plays in influencing behavioral adaptations (i.e., substitution) and also the extent to which place loyalty is affected. The Modified Involvement Scale (MIS) was used to segment respondents based on high, medium, and low levels of leisure involvement with activity. Highly involved skiers were more likely to change their skiing behavior as a result of poor snow conditions than were less involved individuals. Pritchard's Psychological Commitment Index (PCI) provided evidence that less involved skiers exhibit lower levels of commitment to particular service providers than do highly involved individuals.     

Motive-Based Tourist Market Segmentation: An Application to Native American Cultural Heritage Sites in Arizona,USA

This paper utilises a motive-based segmentation to understand tourists to cultural heritage sites in Arizona, USA. The data for this study were collected through mail survey from a representative sample of 671 tourists to three Native American cultural heritage sites. Using cluster analysis based upon motives for cultural history learning, three distinct segments were found: (1) ‘culture-focused,’ (2) ‘culture-attentive’ and (3) ‘culture-appreciative’ tourists. These groups differed significantly in terms of behaviour, experience and interpretation. The culture-focused segments spent longer at the sites, stayed more nights away from home, considered visiting archeological sites as their primary activity, and placed more importance on interpretation. In addition, the culture-focused groups were more satisfied with their trip, appreciated the preservation of archeological resources and reported more learning experiences. Overall, the study supports the notion that heterogeneity exists within cultural heritage tourist markets. Implications of these findings in conceptualisation, management and marketing cultural heritage tourism are discussed.     

Image-Based Segmentation of Cultural Tourism Market: The Perceptions of Taiwan's Inbound Visitors

This paper aims at testing the effectiveness of using an image-based approach to segment the cultural tourism market. Identifying 14 image attributes of cultural attractions, Taiwan's inbound tourists were then surveyed to rate the importance of these attributes. Applying a factor–cluster segmentation approach, four discrete image segments were identified, including arts and museum, heritage, living culture, and resulted in a sample of 954 respondents. The research findings reveal several theoretical and empirical implications, including the propositions of cultural distance, omnivorous/univorous, experiential and informational familiarity of destination and the two-dimensional model of cultural tourist typology.     

Activity Based Segmentation on Pleasure Travel Market of Hong Kong Private Housing Residents

Abstract

If selection of activity types like outdoor sports, entertainment and sightseeing by the travelling public is better understood, more efficient marketing planning strategies can be developed to suit target markets, attract new target markets or increase customer volume in off-peak periods. In the present study, activity based segmentation was used to identify four groups of Hong Kong private housing travellers. They were ‘Sightseeing,’ ‘Outdoor Sports,’ ‘Entertainment and Outdoor Activities,’ and ‘Friends/Relatives Visiting.’ Statistically significant differences among activity-based clusters were found in socio-economic, demographic and trip related variables. Results showed that activity segmentation was a viable approach and that implications existed for packaging and programming, training programmes and promotional materials when targeting the pleasure travel market of Hong Kong.     

非物质文化遗产游憩者动机及其市场细分研究

非物质文化遗产具有传承文明和记载历史的作用,同时也具有游憩利用与开发的价值.研究发现,追求审美与历史价值、文化价值和教育价值是非物质文化遗产游憩者的3大动机.以游憩者的人口统计学特征和动机为细分变量,将非物质文化遗产游憩者分为小康文化型、经济求知型和平稳审美型3种类型.非物质文化遗产所在地域内外游憩者动机及决策偏好存在差异,所在地域内的本地居民在非遗的3个游憩动机方面的感知与诉求明显高于地域外的游客.这些结论为非物质文化遗产资源利用中的市场细分和针对不同区域文化背景游憩者的市场开发和促销推广提供了思路.     

Performance Analysis of Lodging REITs in Relation to Market Segments

This article examines the financial performance of lodging real estate investment trusts (REITs) in relation to their market focus. Secondary data were collected for from 2004 to 2008 from lodging REITs that were traded on major U.S. stock exchanges. Data envelopment analysis (DEA) was used to assess the efficiencies of market segments to generate financial performance. The results showed that two lodging REITs were consistently efficient during the study period relative to other lodging REITs. In particular, lodging REITs investing and/or operating in one or more relatively similar market segments and those focusing on the upper-upscale segment were more efficient than others. This study could provide managers, owners, and investors of lodging REITs preliminary evidence of the relationship between market segments and firm performance. This article also proposes a framework for future investigations to assess the performance of REITs.     

中国公民赴韩国旅游市场分析--以我国六大旅游热点城市为例

中韩两国历史源远流长，文化相似，地理相邻，两国人民世代交往不断。由于特定时期的政治原因，两国一度中断了联系。但自1992年中韩建交以来，两国之间的经济、文化交流日益频繁。中国已经成为韩国第二大旅游客源国，中国公民赴韩国旅游业已成为我国出境游市场的重要组成部分。本论文旨在通过对中国公民赴韩国出境游市场的现状进行分析，提出当前韩国游市场存在的问题，并从政府旅游部门、旅游企业及韩方相关机构角度提出相关对策建议，以利于促进中国公民赴韩出境游市场的持续、健康、快速发展。     

余荫山房客源市场浅析

园林建筑及其特有的文化一直以来对旅游者都有很强的吸引力.我国的园林建筑根据其地理位置及风格特色分为北方皇家园林、江南园林和岭南园林三大类.广州市番禺区的余荫山房是广东四大名园之一,也是岭南园林的代表之一.但是与其它地区的园林相比,余荫山房的年接待量仅有30万人次.通过对余荫山房所做的三次问卷调查、实地调研和相关文献资料的分析,发现了余荫山房存在的问题,并根据这些问题提出了一些措施,对余荫山房的进一步开发规划有一定的指导意义.     

A Shift-Share Analysis Approach to Understanding the Dynamic of the Portuguese Tourism Market

Abstract

The growth in the global tourism market place presents many countries with great opportunities to capitalize on their natural competitive advantages. However, achieving the economic potential of global tourism remains elusive for many countries despite their natural advantages. In this context, Portugal is a case in point. The Portuguese tourism industry is facing some serious challenges that are limiting its potential. This study utilizes the shift-share technique in order to offer Portuguese policy-makers systematic and practical insights into the characteristics of the Portuguese tourism industry in the context of the challenges and opportunities of the global tourism market place. Understanding the dynamics and characteristics of the Portuguese tourism industry in a comparative context is a crucial first step toward formulating a strategy aimed at improving Portuguese competitive standing in the growing tourism market.