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.     

Lifestyle Segmentation in Tourism and Leisure

ABSTRACT

This article examines three different approaches to lifestyle segmentation in improving the quality of tourism and leisure marketing decisions in three separate cases. Tourism and leisure products are prototypical lifestyle purchase yet in many tourism research studies visitors are described by demographics or tourism behaviour only. These cases illustrate different approaches to lifestyle segmentation. Firstly, there are segmentation schemes based on external logic that can be broadly applied across a range of markets, including tourism and leisure. Alternatively, there are schemes that are based on a 'conversation' with the data and which rely on an internal logic within that data that may not transfer to other market contexts. Between these two lie schemes that apply external paradigms to specific datasets. The cases selected illustrate points along this spectrum.

The first case study examines the use by government tourism organizations of lifestyle segmentation 'bought in' from an external source. Here lifestyle segmentation data is collected from a representative sample of the Australian population as part of a commercial “single source” data set. The second case is based on a regional tourism study, which has utilized prior theory to develop its own lifestyle segmentation and at the same time related this to boarder characteristics of tourists in Tropical North Queensland. The third case examines the development of tailored lifestyle segmentation among 'event' spectators based on purely internal criteria unrelated to the broader population. These cases provide insight into the appropriate development and application of lifestyle segmentation and the use of the data by tourism and leisure managers. Managers may think about the type of lifestyle segmentation approach required based on how the segmentation scheme results need to be related to the wider market or population.     

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.     

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.     

Market Segmentation in the Tourism Industry and Consumers' Spending

Abstract

Despite the unabated pace of globalisation and the incessant flow of tourists to multiple tourist destinations, there is little attention paid by tourist operators and hospitality managers to the segmentation of holiday makers based on their distinctive spending habits for revenue maximization. Segmenting holiday makers according to their levels of expenditure is an important factor in developing comprehensive marketing strategies since travellers who decide to spend a vacation in the same area and in the same period might spend their money in very different ways. This paper uses the CHAID technique to examine direct as well as daily tourist expenditures of holiday makers in Hong Kong to define market segments (particularly, the big spenders). The results obtained confirm that CHAID is a relatively flexible technique to use and can be employed as a precursor to a more parametric approach.     

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.     

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.     

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.     

成都国际旅游营销的市场细分与定位研究

城市国际旅游市场营销必须建立在科学的需求分析预测基础上,才能确保后续管理活动的正确和高效.本文基于对海外10个国家和旅居国内4城市的外籍人士的问卷调研,聚类分析出成都市国际旅游客源的5大细分市场,阐明了各目标市场的类型特征及其相应的产品结构性开发,并就成都实际提出了整合旅游营销传播的市场定位体系.     

Forensic Leisure Science: A New Frontier for Leisure Scholars

This study examined patterns of continuity and change in leisure behavior of recently retired individuals. The study investigated post-retirement leisure behavior in an Israeli national sample. It explored the differences among four defined groups: reducers, concentrators, diffusers and expanders, and measured their leisure participation and life satisfaction. Results indicated that the expanders and the concentrators enjoyed a significantly higher life satisfaction. The findings supported activity theory and continuity theory. They also led to the conclusion that for people who had a limited leisure repertoire prior to retirement, experiencing new activities was just as important as continuity in the adaptation process of retirement.     

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.     

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.     

Conjoint Analysis of Downhill Skiers Used to Improve Data Collection for Market Segmentation

A review of academic and government sources suggested that six key attributes of ski resort attractiveness were: variety of runs, snow conditions, value for money, lift lines, staff friendliness and access to home. As part of a larger study in Victoria, B.C., Canada, a sample of 100 skiers completed personal interviews in which they were asked to rank order 29 resort profiles in terms of preference. Seventy skiers ranked the profiles for both short trips and long trips, with an additional 18 skiers evaluating short trips (total = 88 skiers), and an additional 12 skiers evaluating short trips (total = 82 skiers). Using conjoint analysis, the relative importance of the six attributes to ski resort choice was computed for both scenarios. Skiers were clustered, using these importance values from conjoint analysis. They were also grouped using demographic data, information on skier ability and motivation. Analysis of variance was used to test for significant differences between the groupings and analyse the validity and usefulness of the segmentation criteria.     

Sustainable Transport,Market Segmentation and Tourism: The Looe Valley Branch Line Railway,Cornwall, UK

This paper uses cluster analysis, a form of a posteriori market segmentation, to understand the attitudes of tourists and the local community towards using the Looe Valley Branch Railway Line. The research revealed five segments of users distinguished by their attitudes towards using the train. Following this, the paper discusses the implications of the survey findings for attracting more people to use the Looe Valley Line. It sets its findings in the context of the sustainable tourism aims of reducing transport congestion and emissions, as well as recent work on assessing the scope for sustainable transport development in the leisure and tourism markets.     

城市休闲与休闲城市

随着休闲概念的普及与发展,城市休闲与休闲城市建设成为城市发展的一个前沿课题.本文在研究城市休闲影响因素和城市休闲体系构建的基础上,对建设休闲城市进行了初步探索.     

Leisure styles: A hidden core

Abstract

Factor analysis has been employed in a number of North American and European studies to categorize leisure activities according to participation patterns. The resulting factors have been the basis of proposed labels for leisure styles. Since the results of the factor analyses have been found to vary with the relative heterogeneity of samples and activities studied, comparison of previous findings with a more varied sample and activity list is indicated. With an NORC national sample and participation measured in a diverse list of leisure activities, factor analysis was completed and stepwise multiple regression used to measure the relationship of the resulting factors to age, sex, and social position indices. The factors do not support a neat or clearly differentiated set of activity groupings. Further, a set of activities with high participation rates did not appear in any factors or vary systematically by age, sex, or social position. Support is given to a model that suggests that adult leisure chores begin with a common core of accessible and informal activities.     

Indonesian national parks: Understanding Leisure Users

The behavior and perceptions of users of protected areas in Indonesia are affected by cognitive interpretations of nature. While Westerners are influenced by historico-philosophical constructions of wilderness of a biocentric derivation and demonstrate behavior on a knowledge-seeking/active nexus, Indonesians and other Asians share more anthropocentric/recreational attitudes, tempered with collectivist societal values. A study in Bromo Tengger Semeru National Park illustrated these differences. Conclusions are that leisure provision in protected areas in South East Asia requires stronger contextualization, an alternative one, and better market awareness if the economic and conservation benefits of tourism are to be maximized.