Market segments based on the dominant movement patterns of tourists

J. (Cecilia) Xia; F.H. Evans; K. Spilsbury; V. Ciesielski; C. Arrowsmith; G. Wright

doi:10.1016/j.tourman.2009.04.013

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Market segments based on the dominant movement patterns of tourists

Journal article

Peer reviewed

Market segments based on the dominant movement patterns of tourists

J. (Cecilia) Xia, F.H. Evans, K. Spilsbury, V. Ciesielski, C. Arrowsmith and G. Wright

Tourism Management, Vol.31(4), pp.464-469

2010

DOI: https://doi.org/10.1016/j.tourman.2009.04.013

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Abstract

This paper presents an innovative method for tourist market segmentation-based on dominant movement patterns of tourists; that is, the travel sequences or patterns used by tourists most frequently. There were three steps to achieve this goal. In the first step, general log-linear models were adopted to identify the dominant movement patterns, while the second step was to discover the characteristics of the groups of tourists who travelled with these patterns. The Expectation–Maximisation algorithm was then used to partition tourist segments in terms of socio-demographic and travel behavioural variables. The third step was to select target markets based upon the earlier analysis. These methods were applied to a sample of tourists, over the period of a week, on Phillip Island, Victoria, Australia. A significant outcome of this research is that it will assist tourism organisations to identify tourism market segments and develop better tour packages and more efficient marketing strategies aligned to the characteristics of the tourists.

Details

Title: Market segments based on the dominant movement patterns of tourists
Authors/Creators: J. (Cecilia) Xia (Author/Creator)
F.H. Evans (Author/Creator) - Agriculture and Food
K. Spilsbury (Author/Creator) - Curtin University
V. Ciesielski (Author/Creator) - School of Computer Science and Information Technology, Australia
C. Arrowsmith (Author/Creator) - RMIT University
G. Wright (Author/Creator) - Curtin University
Publication Details: Tourism Management, Vol.31(4), pp.464-469
Publisher: Elsevier
Identifiers: 991005544105207891
Copyright: © 2009 Elsevier Ltd
Murdoch Affiliation: Murdoch University
Language: English
Resource Type: Journal article

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Collaboration types: Domestic collaboration
Citation topics: 6 Social Sciences; 6.223 Hospitality, Leisure, Sport & Tourism; 6.223.247 Tourism Impacts
Web Of Science research areas: Environmental Studies; Hospitality, Leisure, Sport & Tourism; Management
ESI research areas: Social Sciences, general