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Benefits Segmentation of Visitors to Latin America

McGill Institute of Marketing (MIM) at the Faculty of Management, McGill University in Montreal, Canada

Rong Huang

Faculty of Management, McGill University in Montreal, Canada

This research presents an effective segmentation of Latin American tourists and thereby provides invaluable input and guidance for destination marketers in regard to strategic planning for the region’s tourist provision. Four distinct segments are identified based on the benefits sought, and these are profiled with respect to demographics, travel behavior, expectations about the infrastructure, local environment, services, and costs, as well as the visitors’ personalities and interests. Globally, the most important decision drivers are found to be safety, flight and accommodation availability, and affordability. This research also presents an overview of benefits segmentation literature on tourism.

Key Words: benefits segmentation • destination marketing • Latin America

Journal of Travel Research, Vol. 43, No. 3, 277-293 (2005)
DOI: 10.1177/0047287504272032


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