TY  - JOUR
AB  - 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.
VL  - 31
IS  - 9
SN  - 0959-6119
DO  - 10.1108/IJCHM-01-2018-0096
UR  - https://doi.org/10.1108/IJCHM-01-2018-0096
AU  - Rihova Ivana
AU  - Moital Miguel
AU  - Buhalis Dimitrios
AU  - Gouthro Mary-Beth
PY  - 2019
Y1  - 2019/01/01
TI  - Practice-based segmentation: taxonomy of C2C co-creation practice segments
T2  - International Journal of Contemporary Hospitality Management
PB  - Emerald Publishing Limited
SP  - 3799
EP  - 3818
Y2  - 2024/04/24
ER  -