RIS ID
24728
Abstract
Although market segmentation is used extensively by tourism researchers and industry, the problem of possible incompatibility of multiple segments has been widely ignored. Segment incompatibility limits the freedom of selecting a subset of attractive market segments to target thus representing a crucial consideration for the successful implementation of a market segmentation strategy. This study (1) discusses the problem of segment compatibility, (2) defines segment (in)compatibility, and (3) reports on factors which cause tourist (in)compatibility. Results indicated main factors are disrespect to environment, noisy people, attitude, meeting people, social atmosphere, information and advice. Practical implications for destination management are described.
Link to publisher version (URL)
Australian and New Zealand Marketing Academy (ANZMAC) Conference
Publication Details
Lazarevski, K. & Dolnicar, S. (2008). Tourist segment compatibility, Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2008, Sydney, 1–3 December 2008.