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Beyond "Commensense Segmentation" - A Systematics Of Segmentation Approaches In Tourism, Sara Dolnicar
Beyond "Commensense Segmentation" - A Systematics Of Segmentation Approaches In Tourism, Sara Dolnicar
Faculty of Commerce - Papers (Archive)
Market segmentation is an accepted tool in strategic marketing. It helps to understand and serve the needs of homogeneous consumer sub-populations. Two approaches are recognized: a priori and data-driven (a posteriori, Mazanec, 2000; post-hoc, Wedel & Kamakura, 1998) segmentation. In tourism there is a long history of a priori segmentation studies both 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. …
Segmenting Markets By Bagged Clustering, Sara Dolnicar, Friedrich Leisch
Segmenting Markets By Bagged Clustering, Sara Dolnicar, Friedrich Leisch
Faculty of Commerce - Papers (Archive)
We introduce bagged clustering as a new approach in the field of post hoc market segmentation research and illustrate the managerial advantages over both hierarchical and partitioning algorithms, especially with large binary data sets. The most important improvements are enhanced stability and interpretability of segments based on binary data. One of the main goals of the procedure is to complement more traditional techniques as an exploratory segment analysis tool. The merits of the approach are illustrated using a tourism marketing application.
Tracking Data-Driven Market Segments, Sara Dolnicar
Tracking Data-Driven Market Segments, Sara Dolnicar
Faculty of Commerce - Papers (Archive)
Market segmentation has become a standard concept in tourism marketing. A priori and a posteriori (data-driven) segmentation approaches enjoy high popularity among both practitioners and researchers. In order to optimize the market segmentation strategy it is not only necessary to identify relevant market segments, describe them, evaluate the match between corporate or destination strengths and segment needs but also, to determine how segments develop over time. This knowledge is typically accounted for when a priori segments are used. In the case of a posteriori segments, however, such trend tracking is neglected. In this paper a tracking framework is presented that …