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Tourism market segmentation in Iran
Author(s) -
Najmi Manoochehr,
Sharbatoghlie Ahmad,
Jafarieh Ali
Publication year - 2010
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.768
Subject(s) - market segmentation , tourism , segmentation , focus (optics) , marketing , cluster (spacecraft) , outcome (game theory) , business , process (computing) , economic geography , economics , computer science , geography , artificial intelligence , microeconomics , physics , archaeology , optics , programming language , operating system
This study was a prototype segmentation of Iran's inbound tourism market with a concentration on culture. The focus of this paper was to introduce a step by step description of the methodology used to segment Iran's inbound tourism market. In the first phase, cluster analysis was employed to segment the entire market based on two dimensions of tourists' expenditure and cultural traits. In the second phase, the resulting clusters were divided into further subgroups using a common sense approach. Additional variables were utilised to profile the segments, and finally, the segmentation process was verified through outcome analysis. Copyright © 2010 John Wiley & Sons, Ltd.