Target Market Selection of Tourists: A Comparison of Approaches

Abstract

The study evaluated a number of alternative ways to segment tourist markets using the criteria of profitability, variability and accessibility of the segments. Data collected from 12,000 homeward-bound tourists was utilized to compare 15 alternative segmentation approaches. The preferred approach combined the two best dichotomous variables: first time or experienced visitors and tourists with or without relatives in the state. Subsequent managerial action is outlined.