Knowledge Horizons - Economics · 2015 · 13 citations · 3 references
BusinessMarketingMarketing ManagementMarket SegmentationMarketing StrategyTourismDestination MarketingSegment EvaluationSegmentation StrategyTourism DemandTourism MarketingWellness TourismSpa TourismTourism Market SegmentationTravel MarketingWellness MarketingWellness Tourism DemandWellness Tourism ImpactsWellness Tourism MarketingWellness Tourism Segmentation
Significant changes in technical and product technology since the eighteenth century with the Industrial Revolution in Great Britain still have an important impact on tourism. Tourists are direct beneficiaries of the technology particularly when health and spa tourism. Purpose The proposed theme represents a new marketing approach of health and wellness tourism from the point of view of tourists segments taken into account and the products that are offered. In this particular case 20 distinct market segments emerged. Based on within cluster sum of squares, the most homogeneous segments were identified. The authors were seeking within cluster sum of squares to be as close to zero as possible indicating a tight spread around the centroid. In addition, they were interested in clusters being as dissimilar to each other as possible in order to achieve heterogeneity across segments.
3