Abstract
Limited research has been undertaken to ascertain whether researcher-driven segmentation strategies match the types of tourists targeted by destination marketing organisations (DMOs) in their marketing plans. This omission provided the impetus for this regional spotlight. Based on a sample of 634 self-drive tourists to a regional destination, three valid segments were produced. Comparison of the segments identified using the researcher-driven approach indicated significant differences in age, travel party composition (TPC) and origin. DMOs may be missing the mark, given that the researcher-driven approach identified the proximal mid-aged family segment as the primary segment, even though this segment is not being prioritised by the DMO.
Published Version
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