Tourism Market Segmentation Research Articles

토픽 모델링 기법을 활용한 음식관광 시장 세분화 : 소비자 추구편익을 중심으로

마케팅의 핵심은 시장의 세분화, 표적 시장의 선정, 그에 따른 포지셔닝 전략의 수립이며, 음식관광시장도 예외가 될 수 없다. 이에 따라 음식관광 시장세분화에 관한 여러 선행 연구가 진행된 바 있으나, 기존 연구들에는 다음과 같은 결정적인 한계들이 존재한다. 첫째, 대부분의 선행 연구가 구조화된 설문 조사를 통해 자료를 수집하기 때문에, 설문 조사에 기록된 소비자의 응답과 소비자의 실제 태도 및 행동, 내재된 욕구 간에는 간극이 발생할 수밖에 없다. 둘째, 음식관광 신상품 개발을 위해서는 소비자 추구 편익을 토대로 한 시장세분화 연구가 요구되나, 이러한 연구는 현재까지 진행된 바가 없는 것으로 보인다. 따라서 본 연구에서는 실제 관광객들의 리뷰를 토픽 모델링 기법을 활용하여 분석함으로써 설문조사법의 방법론 한계를 극복하고 소비자 추구 편익을 기반으로 시장을 세분화하는 새로운 접근을 시도하고자 한다. 텍스트 마이닝 기법 중 하나인 토픽 모델링의 일종인 잠재 디리클 할당(latent Dirichlet allocation; LDA) 모형을 사용함으로써 국내 음식관광 후기 텍스트에 숨겨진 잠재 토픽을 추출하고, 토픽별 키워드를 근거로 각 세분시장을 해석하였다. 분석 결과, 음식관광 시장이 소비자 편익을 토대로 ‘전통 · 체험형 음식관광’, ‘유명맛집 · 카페투어’, ‘가성비 · 현지 맛집탐방’, ‘이국적인 길거리 음식관광’, ‘쇼핑선호 음식관광’ 등 다섯 개의 세분시장으로 구분되었다.

Motivation-based segmentation of rural tourism market in African villages

ABSTRACT This study explores the motivations for rural tourism and segments its market based on the push and pull motivational forces by drawing largely from international tourists visiting villages on the slopes of Kilimanjaro Mountain in Tanzania. By applying questionnaire survey and critical segmentation algorithm, the study provides empirical evidence that rural tourists in African villages are motivated by nostalgia for rural cultural life. Other motivations include relaxing with relatives and friends, learning about local farming methods, socialising with the villagers, enjoying nature and contributing to the community. The clustering of the motivations generated the four segments of multi-experiences, authenticity-learners, relaxing with friends and relatives, visiting farms and nature seekers and casual segments. The study argues that rural tourism market is heterogeneous and plural. Recommendations for practitioners and for future research are provided.

Segmenting the Domestic Rural Tourists in India

Rural tourism in India is increasingly becoming competitive. Customers expect better services and unique experiences. It is therefore essential for the service providers to better understand the expectations of the visitors and carefully match their offers. Segmentation and targeting of the market are accepted principles of business and there has been a lot of research on the basis of segmentation. The primary objective of this article is to identify the profile of the different clusters (popularly known as segments) of motivations of tourists traveling within rural India. The intention is to decipher the causative clusters, which influences the tourists to visit the rural areas. These variables are used to identify the various rural domestic tourist market segments. A self-administered instrument was used to collect the data. Four factors have been identified through exploratory factor analysis: socialization, escape, rural experience, and self-indulgence. After identifying factors, K-means clustering was used to segment the market. The researchers have identified two relevant segments of domestic rural tourists. These are family retreaters and rural escapists. The study advances the understanding of the Indian domestic rural tourism market. It will help policymakers and practitioners to design products and marketing programs matching the expectations of these targeted markets.

Cinema and Tourism

It is not a recent phenomenon that films encourage viewers to visit the places where they are set. This movement is called film-induced tourism and it has been gaining more and more studies and supporters. The associations that can be established between cinema and tourism, however, go far beyond this type of tourism, and this essay intends to present one of these associations: the one that investigates how films can be tools for teaching and learning in a Bachelor’s Degree in Tourism Course. With this scope, an eclectic study corpus was carried out, from which 40 films were selected in order to stimulate the discussion about the tourism practice. To optimize this discussion, topics that cover tourism market segmentation, tourism elements, jobs in the tourism industry, film-induced tours and the relationship between tourists and residents were established. The analysis of the findings showed that the films discussed along this essay can be used in the scope of different subjects in the context of Tourism undergraduate courses, as tools to illustrate and debate various aspects of the tourism activity.

Cruisers’ satisfaction with shore experience: An empirical study on a China-Japan itinerary

The cruise industry has become one of the most rapidly developing segments of the entire tourism market. Although, globally, the cruising sector is comprised of predominately North American and European companies, the Asia Pacific region's cruise industry has reported exciting growth rates in recent years. Especially in an emerging cruise market, it is critical to continuously attract potential cruisers by improving service quality and tourist satisfaction. The purpose of this article is to evaluate cruiser satisfaction with shore excursions or activities through an empirical study on a China-Japan itinerary starting from Shanghai Wusongkou International Cruise Port in China. First, we identify a satisfaction index system based on a broad literature review. Based on data collected from a questionnaire distributed to cruisers embarking from Shanghai, we use a multiple criteria decision-making method to evaluate and identify the gaps between the cruisers' average satisfaction and the aspired level of satisfaction with various criteria for a high-quality shore experience are identified. Finally, we propose some managerial implications for ports of call working to improve the quality of their shore excursions and activities. The results derived from the current study could significantly contribute to cruise itinerary planning.

Zero Dollar Tourist: Analisis Kritis Diskursus Segmen Pasar Wisatawan Tiongkok dalam Pariwisata Bali


 
 
 As an icon of national tourism, Bali has become a world-top tourist destination. In 2018, Bali gained an award from Trip Advisor as the world’s best tourist destination. It has helped Bali to boost the number of foreign tourist arrival including Chinese. However, the increase visitor of Chinese tourist has caused a dilemma between the quantity and quality tourists as it is shown by the current issue of zero-dollar tour. This article critically analyses discourse on Chinese tourist market segment and its challenges to realise tourism sustainable in Bali. Data were obtained by observation and in-depth interviews with stakeholders and from literature review. Discourse of power/knowledge, deconstruction, and communicative action theories were applied eclectically to undertake this study. The results revealed that a space of discussion to find solution for the problem faced on the discourse of Chinese tourist market segment are needed as this could contribute to realise sustainable tourism development in Bali.
 
 

Smart tourists as a profiling market segment: Implications for DMOs

The concept of smart tourism has gained a significant attention in the last years, leading to fruitful discussions among scientists and practitioners; however, there has been lack of attention paid to smart tourists so far. Although this emerging type of tourist has been conceptualized, it is now important to find whether it can be considered as a market segment. The article fills the gap in the smart tourism research by using two-step cluster analysis to classify 5975 tourists, finding a smart tourism market segment and analysing the characteristics and travel behaviour of this segment. This segment is worth focusing on and differentiates in all trip experience phases. The rethinking of business models of today’s destination management organizations towards creating value proposition during all trip experience phases based on personalization and experience enrichment is needed in order to reach the smart tourist market segment.

A Psychographic Segmentation of Kuwaiti Travelers Using Self-Organizing Maps

This study identifies distinct psychographic market segments of young Kuwaitis intending to travel to Western countries by applying the self-organizing maps (SOMs) technique. Young Kuwaitis represent a high-yield growing outbound tourism market. A self-completed questionnaire was randomly administered to 800 young Kuwaiti nationals. The effect of travel motivations, preferences for Muslim-friendly lifestyle and amenities, cognitive and affective destination image, and service quality on Kuwaitis' travel decisions were examined. Travel satisfaction was also investigated. The resulting visual maps identified four segments. The study contributes to theory and knowledge by presenting a different approach to tourist market segmentation.

Cognitive structures of Iranian senior tourists towards domestic tourism destinations: A means-end chain approach

Abstract This study constructed a hierarchical value map (HVM) which specified how Iranian senior tourists linked various attributes of domestic tourism destinations to definite consequences, and how such consequences helped them to satisfy their individual values. To do so, the present study, for the first time, demonstrated the cognitive structure of destination image on more abstract levels using the means-end chain (MEC) approach. Through the laddering technique and in-depth interviews with 30 Iranian senior citizens (ISTs), the hierarchical value map of the Iranian senior tourists was constructed, as a result of which seven key MECs were identified. The investigation revealed 12 attributes, 11 consequences, and five values that the Iranian senior tourists wished to achieve. Given the shortage of qualitative studies dealing with senior tourists' behaviour, the findings of this study could serve as a key basis for the segmentation of the senior tourism market and the formulation of destination positioning strategies in Iran.

Segmenting global tourism markets: A panel club convergence approach

This study adopts an advanced panel club convergence approach to analyzing global tourism market segmentation. We empirically examine the convergence process of Turkish global tourism source markets over the period of 2001–2015, covering 81 markets. We further employ a recently developed procedure to test for structural breaks in our data. Three groups of breakpoint-homogenous countries are identified. We then examine within-group club formation and reveal a number of convergence clubs (or segments). The results show the importance of Asian source markets in the post-break periods. This study illustrates the application of structural break and club convergence analysis for segmenting global tourism markets, and generates important implications for tourism organizations to develop global marketing strategies.

The concept of youth tourism as a distinct tourism market segment: A review of literature

Youth tourism represents a significant and flourishing section of the tourism market and has become one of the fastest growing segments of international tourism. Youth tourism is highly popular in the developed nations and countries like India also hold tremendous potential for this segment. The youths showcase characteristics, needs, motivations and travel behaviour which is fairly distinct from the conventional travellers. However, despite the growing number of young tourists, researchers have generally neglected this segment. Thus, there is a lack of accurate information and statistics on such tourists. Understanding them and their needs is important for making better strategies for successful integration of young tourists in the overall tourism market. Nevertheless, the concept of youth tourism is comparatively very new in India. So, the present paper is an attempt to review the concept of youth tourism to have a better understanding of its recognition as a distinct tourism market segment. With limited studies in this field, this paper aims to review some relevant literature to gain insight into the meaning of youth and youth tourism, its important features and motivations etc. Such an understanding could provide useful inputs to academicians as well as various stakeholders and policy makers in their decision making.

Analysis of Tourism Villages Development in Indonesia: Case Studies : Three Tourism Villages

Potential tourist resources that attract many visitors are in the countryside, where natural resource potential is the main attraction. This has encouraged a number of countries to start upgrading villages to support tourism. Although physical investment is seen as accelerating tourism development, tourism sustainability in an area is not going well without the participation of the local community. This paper discusses the development of rural tourism in Indonesia. There are three tourism villages representing the Indonesian Tourism Village, namely Kampung Naga in Tasikmalaya Regency, Sinarresmi Tradisional Village in Sukabumi Regency (Ciletuh Geopark area), and Sade Village in Central Lombok Regency. The background includes the tourism component (attractions, facilities, and accessibility) and community resilience and tourism market segmentation to changes in regional functions. Methodology includes literature review and observation. The findings of this study indicate that the development of sustainable tourism in rural areas is strongly influenced by community acceptance and resilience in tourism development. As in Kampung Naga and Kampung SInarresmi consider the village is not a tourist attraction, the visit that comes not as an opportunity, but their reception as hosts and tourists as guests. Meanwhile, in Sade Village consider their area as a tourist attraction, so that tourist visits are seen as opportunities for economic growth, by commercializing traditional dances.

The impact of domestic tourist behavior on the hotel demand

The study aimed at determining the impact of domestic tourist behavior on the hotel demand; and also on the segmentation of the domestic tourism market into small segment to facilitate dealing with each separately as a target market for increasing hotel demand. The field study was conducted through interviews with marketing and sales managers in four and five star hotels in Cairo, Sharm El Sheikh, Luxor and Aswan. The results concluded that domestic tourist behaviors positively affect domestic tourism demand in the hotels, and also affect the division of the domestic tourism market in hotels. The study recommends to understand the behavior of domestic tourists by the tour guides, and to divide the domestic tourism market in a way that meets the desires of domestic tourists hotel, and tointensify tourism awareness campaigns in cooperation with all parties concerned with tourism.

Wine Tour Design – Global Trends and Local Expressions

Purpose – The main objective of this paper is to identify global trends in wine tour design, and based on these findings, analyse the structure and spatial distribution of wine tours offered by tour operators in Bulgaria. Design/methodology/approach – The study combines qualitative and quantitative approaches, drawing data from the official websites of specialised travel agencies and tour operators. Firstly, content analysis was used to outline global trends and classify wine tours. Secondly, a quantitative study of 63 wine tours in Bulgaria was made, discussing selected features such as: average prices, additional activities, the number of wineries visited etc. Findings – Wine tours are becoming increasingly diverse on a global scale: the study has identified eleven different types of wine tours, catering to different segments of the wine tourism market. Wine tours offered in Bulgaria are focused on cultural attractions and the average number of wineries visited is small. Most of the itineraries are concentrated in only two of the five wine regions in country. Originality of the research – While scientific research on wine tourism is abundant, the products of niche tour operators/travel agencies in this sphere have not been sufficiently studied as yet.

The impact of marketing mix formulation on the development of hotel marketing plans to attract domestic tourism

The research aims to determine the effect of marketing mix on the development of hotel marketing plans to attract domestic tourism. The field research was conducted using a questionnaire to interview the marketing and sales managers in four and five star hotels in four cities in Egypt, namely Cairo, Sharm el-Sheikh, Luxor and Aswan, The results of the study showed the importance of formulating the marketing mix to the development of marketing plans to attract domestic tourism. Therefore, a framework for the formulation of a marketing plan in hotels has been developed. A SWOT analysis was also carried out for a sample of the hotels to develop an operational marketing plan for domestic tourism. The study recommends hotels to formulate marketing plans to meet the needs and desires of all segments of the domestic tourism market, especially those with special needs, to allocate part of the budget of the hotel to support domestic tourism programs in the seasons and holidays. Also recommends to spread tourism awareness among different segments of society and provide the necessary support and facilities to attract domestic tourism.

City Branding and the Tourist Gaze: City Branding for Tourism Development

Abstract For many years now the topic of city branding has gained a significant interest in both the academics and policy maker’s specified fields. As many cities tend to compete globally in attracting tourism, investment or talents, the concepts of brand strategy has been increasingly adopted from the commercial filed and has been applied to the urban development, regeneration and quality of life of cities. Nevertheless, city branding helps in increasing the status of the place as touristic destination, residential, or business location. As many places are mainly branded as touristic destinations, urban tourism is one of the fastest growing segments of worldwide tourism market. Thus this article intends to explore the essence of city branding related to tourism and John Urry, “Tourist Gaze”; city image, and the relationship between city branding and its residents.

Unsupervised Hierarchical Clustering Approach for Tourism Market Segmentation Based on Crowdsourced Mobile Phone Data.

Understanding tourism related behavior and traveling patterns is an essential element of transportation system planning and tourism management at tourism destinations. Traditionally, tourism market segmentation is conducted to recognize tourist’s profiles for which personalized services can be provided. Today, the availability of wearable sensors, such as smartphones, holds the potential to tackle data collection problems of paper-based surveys and deliver relevant mobility data in a timely and cost-effective way. In this paper, we develop and implement a hierarchical clustering approach for smartphone geo-localized data to detect meaningful tourism related market segments. For these segments, we provide detailed insights into their characteristics and related mobility behavior. The applicability of the proposed approach is demonstrated on a use case in the Province of Zeeland in the Netherlands. We collected data from 1505 users during five months using the Zeeland app. The proposed approach resulted in two major clusters and four sub-clusters which we were able to interpret based on their spatio-temporal patterns and the recurrence of their visiting patterns to the region.

A Study on the Segmentation of Tourism Market according to Fun-seeking Behavioral Mode: Focused on DaeguㆍGyeongBuk Travellers

A Study on the Segmentation of Tourism Market according to Fun-seeking Behavioral Mode: Focused on DaeguㆍGyeongBuk Travellers

Analysing cluster evolution using repeated cross-sectional ordinal data

This study contributes to the existing literature on tourism market segmentation by providing a new matching-clustering procedure that allows patterns of behaviours to be identified using repeated cross-sectional surveys. By extracting equivalent samples over time, the matching method allows inter-temporal cluster analyses to be performed so that a deeper insight into a phenomenon can be obtained beyond the traditional aggregate level of understanding. The paper provides a step-by-step description of the matching-clustering procedure that can be easily replicated, both within and outside the tourism field, when repeated cross-sectional data are available. From a practical and managerial perspective, the proposed procedure helps destination managers and municipalities to describe and verify the efficacy of policy and strategies adopted over years without the necessity to rely on longitudinal surveys, which are often difficult to conduct.

Intermediation in hospitality and transaction cost theory: Evidence from the Balearic Islands, 2001–2010

Abstract This paper analyzes intermediation in hospitality in the Balearic Islands from years 2001–2010, showing that intermediaries act as: (1) coordinators of the several components of the tourism product (the package tour), (2) facilitating hotel access to different tourist market segments, and (3) providers of reputation to mitigate quality uncertainty with respect to the hotel product. Perhaps surprisingly, the study also shows that, over time, and in a period where the impact of information technology on the organization of the hospitality value chain may have been large, there has not been a significant decline in the presence of intermediaries in hotel distribution. Evidence thus shows the need to distinguish between two different phenomena, disintermediation and disintegration of the package tour: while the package tour in the Balearic Islands would have indeed diminished its importance over time, accommodation would still rely to a large extent on intermediated distribution.