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

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.

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.

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.

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.

The purpose of this paper is to use a new segmentation approach based on objective variables to calculate direct tourism-related sales volume and revenue by selling wine at a winery in the Rheingau region of Germany.

In the framework of a 2015 face-to-face survey in the Rheingau, 1,555 tourists were interviewed. For segmentation, two-step clustering was applied to classify survey participants into homogeneous groups. To calculate tourism-related wine sales volume and revenue, a special model based on official statistics and the survey’s results was used.

Four wine-tourist segments were identified by using cluster analysis with objective variables, such as nationality, visiting frequency and volume of wine purchased in the region: wine and Rheingau lovers who have a high interest in wine, wine-oriented tourists who do not come to the region very often, first-time tourists who came to the region mainly because of the nature and history and international tourists. With the help of calculations on tourism-related wine sales volume and revenue, it can be stated that approximately 18 per cent of total wine production will be purchased directly in the region by tourists, valued at €36m.

This paper contributes to existing wine-tourism research because a multi-dimensional segmentation model was applied using objective variables, such as nationality, visiting frequency and volume of wine purchased in the region. Using the calculation of tourism-related sales volume and revenue, winemakers in the Rheingau can gain a clear picture of tourism’s importance.

Knowing the behavior of tourists visiting cultural destinations enables better management of tourist flows, a better understanding of areas with greater tourist density and an opportunity to decongest popular neighborhoods. The purpose of this study is to segment tourists according to their spatio-temporal behavior and identify the primary variables that characterize the resulting segments, which will help urban destinations prevent problems arising from the saturation of tourists in certain areas.

To do this, this paper analyzes the behavior of tourists visiting the southeastern Spanish city of Granada, one of the most highly visited cultural tourism destinations. The data analysis used the methodology of sequence alignment which is used to identify segments as a function of their contained elements and the order in which these appear.

The results demonstrate the existence of three segments with different behavioral patterns: the “explorer tourists” segment, the “non-traditional cultural tourists” segments and the “typical cultural tourists” segment. These segments show differences in the concentration of their visits. This study discovered that the segments that visit a greater number of destination areas are those with less cultural orientation, higher travel budgets and younger and more frequent visitors.

In the segmentation not only keep in mind the visited areas, but the order in which they were visited as well. In addition, one should consider the time that each tourist remains in each relevant zone of the destination, given that the visiting time is an important variable to assess the congestion of an area.

Tourism is a key source of income to South Africa. Food and beverages is a key part of tourism and the literature reveals that tourists spend up to a quarter of their budget on cuisine. South Africa has, however, been rated as the least-prepared culinary travel destination and the travel destination with the greatest potential for growth. Therefore, a segmentation taxonomy based on culinary preferences of international tourists to South Africa is put forth which can be used to prepare South Africa as a culinary travel destination. The 627 international tourists surveyed were divided into five segments with the use of factor analyses, t-tests, Spearman rank correlations and analysis of variance. The segments were named conservationists, experience seekers, devotees, explorers and socialisers (CEDES taxonomy). Multiple results and implications are discussed in the paper.

The study aims to introduce a comprehensive segmentation instrument that incorporates the push–pull winescape attributes, providing a new perspective of the wine tourist profile and explaining their behavioural intentions in the Australian winescape.

A literature review, focus groups and expert panels generated an extensive list of push–pull winescape attributes. Pen-and-paper surveys conveniently sampled 739 wine tourists at three wineries across three wine regions in Australia. Adopting push–pull winescape attributes as the segmentation base, cluster analysis identified four segments, namely, inspireds, self-drivens, market-drivens and inerts, and their behavioural intentions were examined.

Inspireds demonstrate both self- and market-motivation. Self-drivens exhibit self-motivation but limited market-motivation, whereas Market-drivens characterise market-motivation but limited self-motivation. Inerts are limited in both market- and self-motivations. At the Swan Valley, all four segments were identified, with Inspireds being the most willing to revisit and recommend to others and Inerts, the least willing. At the Barossa Valley, only two segments emerged. Again, Inspireds and Inerts were the most and least willing to revisit and recommend to others respectively. Finally, at the Yarra Valley, three segments were identified. Market-drivens were most willing to revisit and recommend to others, followed by self-drivens and lastly, by inerts.

A comprehensive push–pull winescape segmentation base of wine tourists is introduced, which provides a more sophisticated profile of wine tourist segments than otherwise would be attained with conventional measures.

New insights into who the wine tourist is and what it is they seek from the winescape are vital to smaller wine producers whose best access to the domestic retail and export markets is through direct selling at the cellar door.

The empirically tested 18-item push–pull winescape instrument presents a comprehensive segmentation approach, which profiles wine tourists and predicts their behavioural intentions based on an extensive investigation of push–pull winescape attributes.

The purpose of this study is to investigate benefits tourist seek when visiting a nature-based tourism destination to develop a benefit segmentation framework.

The study used quantitative research methods, with 400 self-administered survey administered to a sample of 400 tourists visiting the Kruger, Panorama, and Lowveld areas in Mpumalanga.

Cluster analysis produced two benefit segments. Binary logistic regression benefits that emerged from the cluster analysis were statistically significant predictors of the attractions tourists visited and the activities in which they participated during their stays in Mpumalanga. Factor-cluster analysis and binary logistic regression results were used to develop a benefit segmentation framework as a marketing planning tool.

The study was only based on Mpumalanga Province and therefore, the results cannot be generalised. The study was conducted over one season, the Easter period

The proposed benefit segmentation framework provides a tool that destination management organisations can use to plan effectively for marketing.

Effective marketing may lead to increased tourism growth which can have a multiplier effect on the destination.

This article is based on a master’s study conducted in Mpumalanga and results are presented on this paper.

This paper aims to contribute to urban tourism segmentation studies by examining the role of culture as a motivation for city visits, different preferences for activities and the demographic factors that influence activity choices. This study also compares the memorability of the trip across the segments identified based on their undertaken activities.

This paper draws on questionnaire data that was collected from 614 tourists in Budapest, Hungary. Tourist segmentation was based on a two-step procedure: principal component analysis and Hierarchical Cluster Analysis. Multinomial logistic regression was applied to reveal the effect of different demographic and travel-related characteristics on the segments.

The research revealed that cultural activities are still the most important motivation for urban tourists and that cultural tourists constitute the biggest segment (43%). They show a preference for heritage sites, museums and galleries rather than performing arts and festivals. Multinomial logistic regression showed that party tourists can be differentiated from cultural tourists and city break tourists predominantly by age and travel status. Older age groups and women are more likely to be interested in heritage sites, museums and galleries. Party tourists found their experience significantly more memorable than any other group and were much more likely to re-visit and recommend.

Overall, this study provides useful information for destination management organisations and city agencies about which activities to promote and how to segment and potentially target tourists. This study did not include lifestyle and personality factors, secondary and complementary attractions or cultural proximity and distance.

There have been relatively few recent studies on urban cultural tourism segmentation, especially in whole destinations rather than at individual attractions, it was therefore considered timely to re-visit this area of research. This paper reinforces the importance of segmentation studies in tourism and analyses the changing motivations and activity preferences of urban cultural tourists over time.

The purpose of this paper is to develop a framework for identifying the need for ecotourism certification within ecotourism and sport tourism (EST) by discussing the overlapping characteristics on the dimensions of EST.

Qualitatively, the Social Exchange Theory was used to discover segments of tourists based on the two dimensions: EST.

The findings discovered four strategic segments (namely; vacation, green, action oriented and active tourists), their related activities, and the level of need for eco certification.

EST activities offer a unique opportunity for tourism managers to positively influence conservation in and around communities, protected areas and sport events. Applying and implementing a global eco certification is paramount to attract tourists and enhance credibility of sport tourism.

Identification of the four tourists segments and their relative need for certification is the novelty of the study. The labels of the identified tourist segments are: vacation tourist (low on ecotourism and low on sport tourism); green tourist (high on ecotourism and low on sport tourism); action-oriented tourist (high on ecotourism and high on sport tourism); and active tourist (low on ecotourism and high on sport tourism). The certification needs for green and action-oriented tourists are HIGH, for active tourist is MEDIUM, and for vacation tourist is LOW.

The purpose of this paper is to propose and introduce a new classification model to segment a nation’s cultural tourists based on their motivations to travel to a military music festival. Little research is apparent about the types of people, and their motivations, who attend these types of festivals. In addition, the research investigates the impact of military music festivals on the concepts of patriotism and national identity.

The research approach involves empirical testing of a Canadian audience attending the Royal Nova Scotia International Tattoo, a longstanding annual musical event held in Nova Scotia, Canada, that pays tribute to the country’s military heritage. A proposed classification model that includes two dimensions is applied, which investigates: motivation to attend the event and kinship to Canada’s military and naval traditions.

Findings provide a better understanding of the diversity of the Canadian cultural tourist audience attending a military music display in terms of tourists’ demographics, experience of the show and the desire to return. This research also provides new insights as to the ability of a military musical event to arouse emotions of national pride, patriotism and strengthen national identity.

This research is important to event sponsors and organizers of military music events as they attempt to maintain productivity and attendance growth in an increasingly competitive entertainment environment.

In recent years, tourists have been progressively increasing their interest in the natural environment and its enjoyment. The objective of this study was: (1) identify the underlying variables or motivational dimensions in ecotourism; and (2) analyze the demand segmentation in ecotourism.

The empirical analysis was carried out in “Puntilla de Santa Elena” Fauna Production Reserve in Ecuador. The sample consisted of 369 surveys obtained in situ. For the data analysis, a factor analysis and a nonhierarchical K-media segmentation were performed.

The results show six motivational dimensions in ecotourism: “Self-development and Interpersonal relationships,” “Building personal relationships,” “Escape and ego-defensive function,” “Marine nature,” “Terrestrial nature” and “Rewards.” Also, according to their motivations, three segments of ecotourists emerged: “Reward and escape,” “Marine nature” and “Multiple motives.”

The limitation is the temporality with which the study was carried out. Another limitation was the number of the samples used. As future lines of research, it is proposed to investigate the offer related to ecotourism products and services adapted to the demand segments found.

Among the practical implications, operators and companies linked to the tourism sector can plan more efficient strategies, adapted to the specific needs of each segment to improve the satisfaction of tourists and the intentions of returning to the destination, providing greater benefit to the tourists, to the sustainable development of the destination and the community.

The findings of this research can help public institutions and private companies to improve the tourism supply, create sustainable plans and potentially develop more efficient marketing planning. Protected areas will benefit from information about demand. The communities will be able to elaborate products according to the motivations and found segments. Administrators will be able to create sustainable management plans for ecotourism.

As ecotourism grows, it is vital to understand the ecotourists' motivations and segmentation to improve each segment service offering. This study presents original results of the motivations and segmentation of the demand for ecotourism based on a reserve area for the production of coastal marine fauna. To obtain valid results, a study was carried out in Ecuador, this being a country with a great variety of flora and fauna ideal for ecotourism.