Geographical or behavioural segmentation? The pros and cons for destination marketing

Market segmentation is a widely applied concept in destination management. Although the general trend in tourism marketing research has constantly been developing toward data-driven (a posteriori, post-hoc) approaches, national tourism organisations (NTOs) still mostly use the commonsense (a priori) approach of geographical segmentation. This paper compares the advantages and drawbacks of both methods and illustrates some of them using a real empirical example.