This Article Full Text (PDF) Full Text (OnlineFirst PDF) References Alert me when this article is cited Alert me if a correction is posted Citation Map Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via HighWire Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Dolnicar, S. Search for Related Content Social Bookmarking                         What's this?

Beyond "Commonsense Segmentation": A Systematics of Segmentation Approaches in Tourism

Sara Dolniar

School of Management, Marketing & Employment Relations, at the University of Wollongong

Market segmentation is an accepted tool in strategic marketing. It helps to understand and serve the needs of homogeneous consumer subpopulations. Two approaches are recognized: a priori and data-driven (a posteriori, post hoc) segmentation. In tourism, there is a long history of a priori segmentation studies in industry and academia. These lead to the identification of tourist groups derived from dividing the population according to prior knowledge ("commonsense segmentation"). However, due to the wide use of this approach, there is not much room for competitive advantage to be gained by using a priori segmentation. This article (1) reviews segmentation studies in tourism, (2) proposes a systematics of segmentation approaches, and (3) illustrates the managerial usefulness of novel approaches emerging from this systematics. The main aim is to offer academics and practitioners a menu of exploratory techniques that can be used to increase market understanding.

Key Words: market segmentation • segmentation systematics • a priori • a posteriori segmentation

Journal of Travel Research, Vol. 42, No. 3, 244-250 (2004)
DOI: 10.1177/0047287503258830


CiteULike    Complore    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter    What's this?

This article has been cited by other articles:

				C. Laesser, P. Beritelli, and T. Bieger Solo travel: Explorative insights from a mature market (Switzerland) Journal of Vacation Marketing, July 1, 2009; 15(3): 217 - 227. [Abstract] [PDF]

				S. Dolnicar and B. Grun Challenging "Factor-Cluster Segmentation" Journal of Travel Research, August 1, 2008; 47(1): 63 - 71. [Abstract] [PDF]

				K. Andriotis, G. Agiomirgianakis, and A. Mihiotis Measuring tourist satisfaction: A factor-cluster segmentation approach Journal of Vacation Marketing, July 1, 2008; 14(3): 221 - 235. [Abstract] [PDF]

				S. Dolnicar and C. Laesser Travel Agency Marketing Strategy: Insights from Switzerland Journal of Travel Research, November 1, 2007; 46(2): 133 - 146. [Abstract] [PDF]

				N. G. Espelt and J. A. D. Benito Visitors' Behavior in Heritage Cities: The Case of Girona Journal of Travel Research, May 1, 2006; 44(4): 442 - 448. [Abstract] [PDF]

				Y. Poria Assessing Gay Men and Lesbian Women's Hotel Experiences: An Exploratory Study of Sexual Orientation in the Travel Industry Journal of Travel Research, February 1, 2006; 44(3): 327 - 334. [Abstract] [PDF]