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Segmenting Tourists Based On Satisfaction And Satisfaction Patterns, Sara Dolnicar, H. Le
Segmenting Tourists Based On Satisfaction And Satisfaction Patterns, Sara Dolnicar, H. Le
Faculty of Commerce - Papers (Archive)
Market segmentation has a long history in empirical tourism research. So does satisfaction research. Yet, little work has been done at the cross-roads of these two areas. This chapter makes a step towards filling this gap by (1) reviewing prior work in data-driven market segmentation with a specific focus on satisfaction, (2) analysing managerial recommendations resulting from these studies, and (3) providing empirical examples of how commonsense and data-driven segmentation studies could be conducted using satisfaction as discriminating criterion between tourists.