Publication Details

This article was originally published as: Dolnicar, S. (2006), Data-driven Market Segmentation in Tourism – Approaches, Changes Over Two Decades and Development Potential, CD Proceedings of the 15th International Research Conference of the Council for Australian University Tourism and Hospitality Education (CAUTHE) (pp. 346-360), Australia. Victoria University: CAUTHE.


Market segmentation studies have become very common in tourism research. While the majority of studies follow an a priori segmentation approach by profiling certain subgroups of the tourism market that are defined in advance, the popularity of post-hoc, a posteriori or data-driven segmentation approaches has increased dramatically since its introduction into tourism research in the early Eighties. This paper aims at reviewing data-driven segmentation studies conducted in tourism research with respect to the constructs under study and the methodology used, investigating developments over the past 24 years since the introduction of data-driven segmentation into tourism and providing an outlook on directions of further development.