Event segmentation: A review and research agenda

Tkaczynski, Aaron; Rundle‐Thiele, Sharyn

doi:10.1016/j.tourman.2010.03.010

Cited by 106 publications

(76 citation statements)

References 119 publications

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“…However, most of the segment bases used in tourism related research are a combination of sociodemographic and behavioural variables, as shown in Figure 1 (Kruger & Saayman, 2010:94). A review of 120 research papers by Tkaczynski and Rundle-Thiele (2011) confirms this notion. In tourism literature aspects such as behaviour, patterns, motivation and benefits sought of nature-based/ national park tourists, and their interrelation have not been considered in great detail (Kruger & Saayman, 2010:94;Park & Yoon, 2009:100).…”

Section: Literature Reviewmentioning

confidence: 83%

Segmentation by motivation of tourists to the Kgalagadi Transfrontier Park

Saayman

Dieske

2015

SAJBM

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The Kgalagadi Transfrontier Park is one of South Africa's unique attractions for national and international tourists. However, little research has been done on visitors to transfrontier parks. In addition marketers highlight the importance of understanding the reasons why people travel and who these tourists are. Therefore the aim of this article is to segment the market of the Kgalagadi Transfrontier Park by means of visitors' travel motives. This was achieved by means of a survey. In the statistical analysis, 414 questionnaires were used and the survey was conducted from 2010 to 2012. The statistical analysis included a factor analysis and ANOVA. Four factors were identified through the factor analysis namely escape, education and recreation, park attributes and exploration. The latter was unique to this research since it has not been found in other studies. The ANOVA confirmed that a wide variety of variables influence the decision-making process and that the marketing strategy should focus on different methods and events to attract a greater market.

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Section: Literature Reviewmentioning

confidence: 83%

Segmentation by motivation of tourists to the Kgalagadi Transfrontier Park

Saayman

Dieske

2015

SAJBM

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“…This review concluded that a multiple segmentation base approach (e.g., a combination of demographic, psychographics, and behavioral patterns) was most frequently utilized within academia to segment visitors to events. As visitors with similar demographics may have very different psychographic profiles (e.g., Moscardo et al, 2001;Poria, Biran, & Reichel, 2007) and/or behavioral patterns (e.g., Frochot & Morrison, 2000;Hsu & Lee, 2002), the authors argued that a multiple segmentation base approach is warranted to provide a more representative view of a diverse and heterogeneous group of potential visitors (Tkaczynski & Rundle-Thiele, 2011). This recommendation is in line with Bowen and Daniels (2005) who argued that festival organizers need to utilize different marketing tactics to broaden a music festival's appeal as it is perilous to rely on only music to drive visitation.…”

Section: Music Tourism and Market Segmentationmentioning

confidence: 99%

Understanding What Really Motivates Attendance: A Music Festival Segmentation Study

Tkaczynski

Rundle‐Thiele

2013

Journal of Travel & Tourism Marketing

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Religious music festivals represent a growing tourism market providing significant benefits to both visitors and stakeholders. However, little research has been conducted to identify the characteristics of visitors to these religious themed events and whether the dual factor theory is appropriate for segmentation. To address these research gaps, 1,702 questionnaires were collected at an Australian Christian music festival and were analyzed using TwoStep cluster analysis. Four clusters were revealed that differed based on several visitor characteristics. Religion was identified as a hygiene factor in addition to gender. This study has provided several theoretical and practical contributions while future research opportunities are also outlined.

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“…Since each method conducts a multivariate description of the data, grouping units based on their similarity, "different methods present different views of data" (Leisch, 2006). Unfortunately, as emphasized by many researchers, no absolutely "correct" method to segment exists in the literature (Beane & Ennis, 1987;Dolnicar et al, 2008;Kotler et al, 2010;Tkaczynski & Rundle-Thiele, 2011), since the underlying relationships among units have different structures, depending on data at hand, and the researcher must find the best segmentation method to capture this hidden structure. In addition, the researcher intervenes in different moments of the estimation process, "creating" an ever increasing number of new segmentation methods and giving subjective interpretations of the final results.…”

Section: Introductionmentioning

confidence: 99%

Bagged Clustering and its application to tourism market segmentation

D’Urso

Giovanni

Disegna

et al. 2013

Expert Systems with Applications

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Aim of the paper is to propose a segmentation technique based on the Bagged Clustering (BC) method. In the partitioning step of the BC method, B bootstrap samples with replacement are generated by drawing from the original sample. The Fuzzy C-Medoids Clustering (FCMdC) method is run on each bootstrap sample, obtaining (B × C) medoids and the membership degrees of each unit to the different clusters. The second step consists in running a hierarchical clustering algorithm on the (B × C) medoids. The best partition of the medoids is obtained investigating properly the dendrogram. Then each unit is assigned to each cluster based on the membership degrees observed in the partitioning step. The effectiveness of the suggested procedure has been shown analyzing a suggestive tourism segmentation problem. We analyze two sample of tourists, each one attending a different cultural attraction, enlightening differences among clusters in socio-economic characteristics and in the motivational reasons behind visit behavior.

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Event segmentation: A review and research agenda

Cited by 106 publications

References 119 publications

Segmentation by motivation of tourists to the Kgalagadi Transfrontier Park

Segmentation by motivation of tourists to the Kgalagadi Transfrontier Park

Understanding What Really Motivates Attendance: A Music Festival Segmentation Study

Bagged Clustering and its application to tourism market segmentation

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