Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
A Review Of Data-Driven Market Segmentation In Tourism, Sara Dolnicar
A Review Of Data-Driven Market Segmentation In Tourism, Sara Dolnicar
Faculty of Commerce - Papers (Archive)
Clustering has become a very popular way of identifying market segments based on survey data. The number of published segmentation studies has strongly increased since the milestone publication on benefit segmentation by Haley in 1968. Nevertheless, numerous very fundamental weaknesses are permanently encountered when studying segmentation studies in detail, thus making the results reported more than questionable. This article illustrates how data-driven segmentation studies are typically conducted in the field of tourism research, provides a systematic overview of applications published in the last decades, outlines critical issues that often lead to overestimation of the validity of results and offers solutions …
Profiling Vacation Segments With An Environment Protection Attitude – A Strategic Marketing Approach Towards Sustainability, Sara Dolnicar
Profiling Vacation Segments With An Environment Protection Attitude – A Strategic Marketing Approach Towards Sustainability, Sara Dolnicar
Faculty of Commerce - Papers (Archive)
The optimal way of implementing sustainable tourism is to identify that particular market segment that cares about environmental issues and does not perceive it as sacrifice to treat the destination’s resources with care. This study aims at reviewing past endeavours in this direction and empirically illustrate the approach suggested by characterizing the group of sustainable summer vacationers in Austria. These tourists turn out to offer a strong basis for the creation of a sustainable niche segment for future marketing action.