RIS ID
24024
Abstract
The concept of market segmentation has been widely accepted and warmly embraced both by tourism industry and academia. In tourism research, this increased interest in segmentation studies has led to the emergence of a standard research approach. Most notably a concept referred to as “Factor Cluster Segmentation” has been broadly adopted. The aim of this paper is to demonstrate that this approach is not generally the best procedure to identify homogeneous groups of individuals (market segments).
Grant Number
ARC/LX0881890
Publication Details
This article was originally published as Dolnicar, S & Grun, B, Challenging "Factor-Cluster Segmentation", Journal of Travel Research, 47(1), 2008, 63-71.