About this document
Market Segmentation Strategies in Tourism by Varun Prabhu is a document available to read on EtoBox.
This document summarizes a chapter from a book on market segmentation in tourism. It defines market segmentation as grouping tourists into homogeneous segments based on similarities, to better cater to their needs. There are two main approaches: a priori segmentation which uses commonsense criteria like demographics, and a posteriori segmentation which analyzes data to identify meaningful segments. To be useful for destinations, segments should be distinct, match the destination
- Author
- Varun Prabhu
- Language
- EN