Market segmentation has a long history in empirical tourism research. So does satisfaction research. Yet, little work has been done at the cross-roads of these two areas. This chapter makes a step towards filling this gap by (1) reviewing prior work in data-driven market segmentation with a specific focus on satisfaction, (2) analysing managerial recommendations resulting from these studies, and (3) providing empirical examples of how commonsense and data-driven segmentation studies could be conducted using satisfaction as discriminating criterion between tourists.
This book chapter was originally published as Dolnicar, S & Le, H, Segmenting Tourists Based on Satisfaction and Satisfaction Patterns, in Yuksel, A (ed), Tourist Satisfaction and Complaining Behaviour: Measurement & Management Issues in the Tourism and Hospitality Industry, Nova Science Publishing , New York, 2008, 186-204.