Seasonal Segmentation of the Tourism Market Using a Benefit Segmentation Framework

Calantone, Roger J.; Johar, J. S.

doi:10.1177/004728758402300203

Cited by 112 publications

(49 citation statements)

References 20 publications

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“…This study has shown that, as Frochot & Morrison (2000) argued, benefit segmentation could be used for development or modifying of vacation packages, and is in line with previous studies (Calantone & Johar, 1984;Woodside & Jacobs, 1985). Also, segmentation based on benefits tourists seek could help destinations coordinate activities of actors along the destination value chain, as well as to create more efficient marketing campaigns.…”

Section: Resultssupporting

confidence: 85%

Benefit Segmentation of Outbound Summer Package Tourists

Zečević

Kovačević

2017

FU Econ Org

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Abstract. This study assesses tourist preferences for summer package vacation benefits. The purpose of this paper is to classify summer package tourists based on preferred benefits they seek from their vacation. Analysis of preferences for benefits sought is done by using the Analytic Hierarchy Process (AHP). A sample of 850 respondents was interviewed by telephone in order to reveal their preferences. In order to reveal the grouping of tourists according to their preferred benefits, a two-step cluster analysis has been applied using the log-likelihood measure, while the number of clusters has been determined using Schwarz's Bayesian Criterion. Four segments have been identified based on the benefits sought: variety seekers, package-centrics, comfortseekers and safety seekers. This research showed that fuzzy AHP could be used not just for understanding of tourist preferences, but also as a base for segmentation. This is a first attempt to apply fuzzy AHP for that purpose in tourism.

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Section: Resultssupporting

confidence: 85%

Benefit Segmentation of Outbound Summer Package Tourists

Zečević

Kovačević

2017

FU Econ Org

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“…In the past few decades, tourism marketing researchers have carried out various segmentation studies by using observable variables or unobservable variables such as demographic variables (Woodside & Pitts, 1976), travel activities (Tsang, Choi, & Tsang, 1999), benefits sought (Calantone & Johar, 1984;Yannopoulos & Rotenberg, 1999), and motivation (Crompton & McKay, 1997;Nicholson & Pearce, 2000). However, in order to effectively segment tourists in groups to understand and predict travel behaviors, a new construct-lifestyle-has been developed and utilized in marketing research.…”

Section: Introductionmentioning

confidence: 99%

Vacation Lifestyle and Travel Behaviors

Chen¹,

Huang²,

Cheng³

2009

Journal of Travel & Tourism Marketing

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ABSTRACT. In marketing research, tourism scholars have often developed a variety of scales and integrated them into segmentation studies. Since vacation lifestyle variables, which could be utilized as a base for marketing research, have not received much attention from market researchers, this article attempts to further purify the extant scale and use Taiwanese travelers as a case study. The study survey was conducted of 443 tourists staying at least one night at the KenTing National Park in Taiwan from April to May, 2002. This study collected 420 useful samples. Three groups of users merged from the cluster analysis: (a) Family Oriented Travelers, (b) Social Oriented Travelers, and (c) Stylish Travelers. The study shows that the differences in trip characteristics are the frequencies of domestic travel, the frequencies of international travel, the hotel preferences, and the average expenditure on accommodations. The variations in demographic characteristics relate to age, family life cycle, education, and household income. This study on vacation lifestyle subsequently renders a new assessment tool to tourism professionals in Taiwan to grasp the lifestyle profile of their customers and develop strategies to entice the travel market.

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“…The seasonal product meets the seasonal demand, which varies according to the needs, motives and habits by seasons, which leads to the conclusion that tourists are looking for different benefits of the tourism product through the seasons (Capo, Riera Rossello, 2007;Rossello, Riera, Sanso, 2004;Spotts and Mahoney, 1993;Calantone and Johar, 1984). Set of benchmarks must be focused and limited to a certain period of time, but proper performance requires that measurements of performance are time oriented, and not only state oriented, because ignoring the impact of situational context can lead to inaccurate research findings.…”

Section: Temporal Component Of Hotel Performancementioning

confidence: 99%

“…Set of benchmarks must be focused and limited to a certain period of time, but proper performance requires that measurements of performance are time oriented, and not only state oriented, because ignoring the impact of situational context can lead to inaccurate research findings. Calantone and Johar (1984) point out that products and services that have a seasonal character of use require seasonal-based performance research. Accordingly it is necessary to approach the measurement and analysis of hotel performance from different time points/periods, or observe them over time, or seasons.…”

Section: Temporal Component Of Hotel Performancementioning

confidence: 99%

How to Approach Hotel Performance Measurement? A Conceptualization of Key Determinants

Ćorluka¹,

Mikinac²,

Peronja³

2017

Tourism in Southern and Eastern Europe

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Purpose -Market changes put new challenges for the hotel business. Hotels require and rely on measuring business performance, wherein inadequate measurement may compromise hotel performance and thus competitiveness on the tourism market. Performance measurement is an important managerial activity and a crucial support in company management and business decision making. Unfortunately, recent findings on measuring hotel performance are insufficient and incomplete. Therefor, the purpose of this paper is to foster innovation in hotel performance measurement and fill the findings gap in conceptualization of hotel performance key determinants by proposing an innovative approach to the conceptualization of hotel performance measurement. Design -Introductory remarks in the research problem are followed by hotel performance literature review, further key determinants of hotel performance are elaborated and a conceptual approach for measuring hotel performance is proposed, the paper ends with managerial implications and concluding remarks. Methodology -The objective is achieved by (i) a review of the hotel performance literature, (ii) the amalgamation of relevant findings in hotel performance researches, and (iii) proposing a hotel performance measurement framework. Approach -Based on the review of the relevant literature in the field of research findings will be summarized, critically reviewed and with theoretical footing a new innovative conceptual approach for measuring hotel performance will be proposed. Findings -The conceptual framework of hotel performance measurement inculd internal, external and temporal components. By approaching measurement of hotel performance internal, external and temporal determinants should be considered. Hotel characteristics stand out in the literature as crucial determinant of internal environment that determine business performance. Tourists, concretely destination demand represent a crucial element of the external environment of the hotel business. Further, the temporal component refers to tourism seasonality. It is necessary to explore hotel performance per season: low, medium and high season, to the contrary, research performance in a single time point or the aggregate annual data may lead to incorrect conclusions. Originality of the research -The contribution of research is a new innovative approach of hotel performance measurement conceptualization. This paper provides understanding of hotel performance determinants and fills an identified gap in the hotel performance measurment literature. Research findings are an important contribution to future research of hotel performance.

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Seasonal Segmentation of the Tourism Market Using a Benefit Segmentation Framework

Cited by 112 publications

References 20 publications

Benefit Segmentation of Outbound Summer Package Tourists

Benefit Segmentation of Outbound Summer Package Tourists

Vacation Lifestyle and Travel Behaviors

How to Approach Hotel Performance Measurement? A Conceptualization of Key Determinants

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