Is attitude segmentation in the holiday market a reliable predictor of future behaviour?
This paper sets out firstly to describe the historic development of market segmentation in tourism research, through a review of ESOMAR and other published sources. We then reconsider the fundamental methods and objectives of market segmentation and their application to the tourism market. Finally, we discuss some European experimental research of our own and examine two questions: 1. How reliable a predictor is such segmentation? and 2. How actionable is it?
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