Practice-based segmentation: taxonomy of C2C co-creation practice segments

Ivana Rihova (Department of Tourism - The Business School, Edinburgh Napier University, Edinburgh, UK)
Miguel Moital (Department of Events and Leisure, Bournemouth University, Poole, UK)
Dimitrios Buhalis (Department of Tourism and Hospitality, Bournemouth University, Poole, UK)
Mary-Beth Gouthro (Department of Events and Leisure, Bournemouth University, Poole, UK)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Publication date: 9 September 2019

Abstract

Purpose

This paper aims to explore and evaluate practice-based segmentation as an alternative conceptual segmentation perspective that acknowledges the active role of consumers as value co-creators.

Design/methodology/approach

Data comprising various aspects of customer-to-customer (C2C) co-creation practices of festival visitors were collected across five UK-based festivals, using participant observation and semi-structured interviews with naturally occurring social units (individuals, couples and groups). Data were analysed using a qualitative thematic analysis procedure within QSR NVivo 10.

Findings

Private, sociable, tribal and communing practice segments are identified and profiled, using the interplay of specific subject- and situation-specific practice elements to highlight the “minimum” conditions for each C2C co-creation practice. Unlike traditional segments, practice segment membership is shown to be fluid and overlapping, with fragmented consumers moving across different practice segments throughout their festival experience according to what makes most sense at a given time.

Research limitations/implications

Although practice-based segmentation is studied in the relatively limited context of C2C co-creation practices at festivals, the paper illustrates how this approach could be operationalised in the initial qualitative stages of segmentation research. By identifying how the interplay of subject- and situation-specific practice elements affects performance of practices, managers can facilitate relevant practice-based segments, leading to more sustainable business.

Originality/value

The paper contributes to segmentation literature by empirically demonstrating the feasibility of practice-based segments and by evaluating the use of practice-based segmentation on a strategic, procedural and operational level. Possible methodological solutions for future research are offered.

Keywords

Citation

Rihova, I., Moital, M., Buhalis, D. and Gouthro, M. (2019), "Practice-based segmentation: taxonomy of C2C co-creation practice segments", International Journal of Contemporary Hospitality Management, Vol. 31 No. 9, pp. 3799-3818. https://doi.org/10.1108/IJCHM-01-2018-0096

Download as .RIS

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.