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Segmenting destinations: in the eyes of the stakeholders

Aaron Tkaczynski (Lecturer at The University of Queensland, Brisbane, Australia)
Sharyn Rundle‐Thiele (Associate Professor at Griffith University, Nathan, Australia)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Article publication date: 9 August 2011

Abstract

Purpose

This paper aims to recommend a two‐step approach to destination segmentation that incorporates the views both of multiple stakeholders and of tourists.

Design/methodology/approach

Step one applies a case study approach incorporating semi‐structured interviews with 13 destination stakeholders. Step two involves segmenting tourists to the destination based on a questionnaire survey developed from the semi‐structured interviews. The study compares and contrasts the result with the current DMO approach.

Findings

The two‐step approach produces three segments for the destination under study using four segmentation bases and ten variables. The DMO approach also utilizes all four segmentation bases but produces six segments with five different variables. The DMO approach captures fewer tourists visiting the destination.

Research limitations/implications

This study considers one regional Australian destination. Future research is recommended in a range of alternative destinations to further understand the two‐step segmentation approach. It is recommended that the two‐step approach should be extended to destination branding and positioning.

Originality value

Segmentation guides positioning and branding strategies and the proposed two‐step approach may assist destination stakeholders to reach more of the types of tourists who are likely to visit the destination.

Keywords

Citation

Tkaczynski, A. and Rundle‐Thiele, S. (2011), "Segmenting destinations: in the eyes of the stakeholders", International Journal of Culture, Tourism and Hospitality Research, Vol. 5 No. 3, pp. 255-268. https://doi.org/10.1108/17506181111156952

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited