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Segmentation of Repeat Visitors with the Help of Passive Mobile Positioning

In: Tourism Management, Marketing, and Development

Author

Listed:
  • Andres Kuusik
  • Margus Tiru

Abstract

Since the 1980s the emphasis of marketing strategies has shifted to long-term relationships (Gummesson, 1999). The increasing number of destination alternatives and thus competition for market share requires also destination managers to think about customer retention and how to encourage customers to keep returning. The study by Wang (2004) revealed that repeat visitors spend more money than first-time visitors. Oppermann (1999) has added that having knowledge of the amount and type of loyal tourists helps to forecast total demand, design infrastructure, and create positioning strategy. Several authors (Buttle, 2004; Oppermann, 2000; Petrick, 2004, etc.) have pointed out that repeat visitation indicates a customer’s positive attitude, which leads to positive word-of-mouth (WoM).

Suggested Citation

  • Andres Kuusik & Margus Tiru, 2014. "Segmentation of Repeat Visitors with the Help of Passive Mobile Positioning," Palgrave Macmillan Books, in: Marcello M. Mariani & Rodolfo Baggio & Dimitrios Buhalis & Christian Longhi (ed.), Tourism Management, Marketing, and Development, chapter 0, pages 113-131, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-35435-8_7
    DOI: 10.1057/9781137354358_7
    as

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