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Market Segmentation for e-Tourism

In: Handbook of e-Tourism

Author

Listed:
  • Sara Dolnicar

    (The University of Queensland)

Abstract

Market segmentation is a well-established and commonly used concept in tourism. Businesses and destinations benefit from a segmentation strategy because it allows them to focus on a clearly defined subset of consumers which they are best suited to serve, thus developing a long-term competitive advantage. Traditionally, segmentation strategies were built on results from the analysis of on-off cross-sectional survey data sets. Such data sets have a number of disadvantages, including being quickly outdated and biased due to consumer self-reporting. The availability of different kinds of data and the close-to-continuous stream of such data offer new powerful opportunities for market segmentation to be further refined and improved. This chapter discusses the process of market segmentation analysis, highlights the weaknesses of the traditional approach, and points to the future of market segmentation which will leverage new data sources to create knowledge and derive better industry market insights.

Suggested Citation

  • Sara Dolnicar, 2022. "Market Segmentation for e-Tourism," Springer Books, in: Zheng Xiang & Matthias Fuchs & Ulrike Gretzel & Wolfram Höpken (ed.), Handbook of e-Tourism, chapter 36, pages 849-863, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-48652-5_53
    DOI: 10.1007/978-3-030-48652-5_53
    as

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