Open AccessThe Prevalence of Market Segmentation Research in the Tourism Industry in Africa
Author(s) -
Hennie Visser
Publication year - 2021
Publication title -
african journal of hospitality, tourism and leisure
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.232
H-Index - 11
ISSN - 2223-814X
DOI - 10.46222/ajhtl.19770720.114
Subject(s) - market segmentation , tourism , context (archaeology) , segmentation , marketing , business , market research , focus (optics) , geography , computer science , artificial intelligence , physics , archaeology , optics
Despite the benefits that market segmentation could provide to marketers, it is uncertain to what extend market segmentation research informs decisions about marketing strategy in the tourism industry in Africa. The purpose of this paper is to appraise the incidence of market segmentation research in this context. Market segmentation is used to demarcate a broad market into smaller segments to enable the formulation of marketing strategies based on segment needs. A review of journal articles with market segmentation in the tourism industry in the African context as focus area is provided. While research in this context is available, recommendations are made about possible market segmentation research focus areas in the tourism industry in an African context.