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Toward an understanding of segmentation strategies in international tourism marketing: the moderating effects of advertising media types and nationality

Toward an understanding of segmentation strategies in international tourism marketing: the... The purpose of this paper is to contribute to international tourism market segmentation research by proposing a comprehensive framework that examines behavioral, benefits and lifestyle segmentations. The moderating roles of geographic segmentation (nationality) and advertising media types are also discussed.Design/methodology/approachTourists volunteered to participate in a self-administered survey at random during peak seasons. Total number of collected questionnaires was 966. The authors used WarpPLS 6.0 software to analyze data.FindingsResults from a sample of 919 tourists show that tourists in the benefit segmentation cluster had intentions to revisit the destination but they were unlikely to recommend it to others. Another finding indicates that marketing campaigns on different advertising media types might have different results when targeting different activities.Originality/valueLeaning on the foundations of the marketing literature and the market segmentation theory, this research attempts to create a theoretical contribution that can be used to segment international tourists based on their travel motivations. Additionally, this study highlights the power of conditional probability approach, as it could be of more value than the predominant path coefficient approach. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Review of International Business and Strategy Emerald Publishing

Toward an understanding of segmentation strategies in international tourism marketing: the moderating effects of advertising media types and nationality

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References (87)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2059-6014
eISSN
2059-6014
DOI
10.1108/ribs-02-2021-0038
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to contribute to international tourism market segmentation research by proposing a comprehensive framework that examines behavioral, benefits and lifestyle segmentations. The moderating roles of geographic segmentation (nationality) and advertising media types are also discussed.Design/methodology/approachTourists volunteered to participate in a self-administered survey at random during peak seasons. Total number of collected questionnaires was 966. The authors used WarpPLS 6.0 software to analyze data.FindingsResults from a sample of 919 tourists show that tourists in the benefit segmentation cluster had intentions to revisit the destination but they were unlikely to recommend it to others. Another finding indicates that marketing campaigns on different advertising media types might have different results when targeting different activities.Originality/valueLeaning on the foundations of the marketing literature and the market segmentation theory, this research attempts to create a theoretical contribution that can be used to segment international tourists based on their travel motivations. Additionally, this study highlights the power of conditional probability approach, as it could be of more value than the predominant path coefficient approach.

Journal

Review of International Business and StrategyEmerald Publishing

Published: Aug 2, 2022

Keywords: International tourism segmentation strategies; Behavioral segmentation; Benefit segmentation; Lifestyle segmentation; Geographic segmentation; Conditional probabilistic approach; Advertising media types; Destination marketing

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