Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
Fear Segments In Tourism, Sara Dolnicar
Fear Segments In Tourism, Sara Dolnicar
Faculty of Commerce - Papers (Archive)
This article proposes the investigation of fear segments in tourism. By doing so, a broadly accepted strategic marketing tool (market segmentation) is integrated with a topic that presently causes significant concern to the tourism industry: the impact of negative global events on tourism demand. The concept of psychographic segmentation is extended to a new construct of tourist psychographics: kinds of perceived fears associated with vacation travel. The academic relevance lies in the introduction of a novel segmentation base to tourism research, the practical value lies in the potential for improved target marketing, minimizing the risk of demand fluctuations. The concrete …
Understanding Barriers To Leisure Travel - Tourist Fears As A Marketing Basis, Sara Dolnicar
Understanding Barriers To Leisure Travel - Tourist Fears As A Marketing Basis, Sara Dolnicar
Faculty of Commerce - Papers (Archive)
The usefulness of investigating fears tourists associate with leisure travel as basis for strategic and operational marketing is investigated. Tourism-related fears are elicited from the tourism marketplace to gain insight into the precise risks today’s tourists perceive and heterogeneity of respondents with regard to these risk perceptions are investigated in the context of domestic and overseas travel. Distinctly different patterns of perceived risks emerge for different destination contexts as well as subsegments of tourists. This knowledge could form a good basis for optimising marketing communication messages to address tourists’ concerns more effectively.