Segmentation and Classification of Indian Domestic Tourists : A Tourism Stakeholder Perspective

Dutta, pp. . Saibal; Bhattacharya, Sujoy; Guin, Kalyan Kumar

doi:10.12792/jmti.4.1.1

Cited by 3 publications

(5 citation statements)

References 32 publications

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“…Market segmentation is the process of grouping customers into groups based on certain characteristics (Dolnicar, 2020;Kotler & Keller, 2016;Sarigöllü & Huang, 2005). Tourist characteristics can be described through demographic, psychographic, geographic, and behavioral profiles (Carmichael & Smith, 2004;Dutta et al, 2017;Hsieh et al, 1992). Targeting is the selection of one or more customer groups to focus on for the organization to direct all resources.…”

Section: Quality Tourism In Marketing-related Literaturementioning

confidence: 99%

“…Tourists are not a homogeneous group, but consist of groups or segments with certain characteristics. One of the characteristics that can distinguish the tourist segment is demographic and psychographic characteristics (Carmichael & Smith, 2004;Dutta et al, 2017;Hsieh et al, 1992). Demographic characteristics can be identified using gender, age, educational background, and occupation, while psychographic characteristics are identified using venturesomeness.…”

Section: Hypothesis Formulationmentioning

confidence: 99%

“…H 2 : There is a relationship between the demographic characteristics of tourists and the psychographic characteristics of tourists visiting tourism villages. Because tourists in certain segments have different preferences, tourists' perceptions of a quality tourist experience may vary based on their demographic and psychographic characteristics (Carmichael & Smith, 2004;Dutta et al, 2017;Hsieh et al, 1992;Kamboj & Sharma, 2016) Therefore, this study proposes H3 as follows.…”

Section: Hypothesis Formulationmentioning

confidence: 99%

See 2 more Smart Citations

Reformulating a Market-Driven Service Strategy of Community-Based Tourist Destinations Post-Pandemic Covid-19: Evidence from Indonesia

Ginting

Dewi

2022

ijjm

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The COVID-19 pandemic has exposed tourism villages to various challenges. Tourism villages as a form of rural tourism which are managed by local people face more serious problems due to their lack of expertise. This study aims to apply customer-driven strategies in formulating strategies to market tourism villages. Employing marketing concepts of service quality, satisfaction, and revisit intention, this research investigates the mediating role of satisfaction in the relationship between service quality and revisit intention. Tourist perceptions are further analyzed based on their demographic and psychographic characteristics to provide insights into the formulation of segmentation strategies. This research collects data from 203 people who have visited tourism villages. Data were collected offline and online using Google Forms. Results of Regression Analysis with Mediation and Bonferonni's Multiple Comparison indicated that Reliability, Empathy, and Tangibles have a positive effect on satisfaction. Further, satisfaction fully mediates the effect of Reliability and Empathy on revisit intention. Meanwhile, satisfaction partially mediates the effect of Responsiveness and Tangibles on revisit intention.

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Section: Quality Tourism In Marketing-related Literaturementioning

confidence: 99%

Section: Hypothesis Formulationmentioning

confidence: 99%

Section: Hypothesis Formulationmentioning

confidence: 99%

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Reformulating a Market-Driven Service Strategy of Community-Based Tourist Destinations Post-Pandemic Covid-19: Evidence from Indonesia

Ginting

Dewi

2022

ijjm

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“…Indonesia has also prepared a travel bubble and sandbox concept, although only in Bali and Batam-Bintan. This strategy showed that strategic innovation is urgently needed, given that the pandemic that lasts for 2 years will definitely have an impact on market trends and intensify competition [2][3][4]. In addition, the post-pandemic marketing budget will be greatly reduced because the state's fiscal finances will also be limited.…”

Section: Introductionmentioning

confidence: 99%

Reformulation of Indonesia Tourism Targeting Strategy for the International Tourism Market

Dewi¹

2022

Proceedings of the 19th International Symposium on Management (INSYMA 2022)

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Tourism is the most affected industry by the Covid-19 pandemic. Both market changes and the new tourism development paradigm require reformulation of marketing strategies. More importantly, the new paradigm of tourism development in Indonesia, that is, the quality tourism paradigm, requires a reformulation of marketing strategies. Based on historical data (visitor statistics pre-pandemic) and current market data (during the pandemic), this research performed a cluster analysis to cluster the international tourist markets visiting Indonesia. The clustering was based on several variables: number, spending, and length of stay of tourists from each of the markets. The resulted clusters offer perspectives on the source markets, contributing to the biggest number of tourists, spending per tourist, and the average length of stay. As competition intensifies and the marketing budget shrinks, such market analysis provides sharpened market targeting strategies for the Indonesian tourism government and industry to formulate more targeted marketing strategies post-Covid 19 pandemic.

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“…To the best of the authors' knowledge, very few studies use of machine learning techniques as part of tourism market segmentation. For instance, Dutta et al (2017) segment and classify domestic Indian tourists using a host of machine learning algorithms.…”

Section: Introductionmentioning

confidence: 99%

Benefit segmentation of a summer destination in Uruguay: a clustering and classification approach

Perera

Sprechmann

Bourel

2020

JTA

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Purpose This study aims to perform a benefit segmentation and then a classification of visitors that travel to the Rocha Department in Uruguay from the capital city of Montevideo during the summer months. Design/methodology/approach A convenience sample was obtained with an online survey. A total of 290 cases were usable for subsequent data analysis. The following statistical techniques were used: hierarchical cluster analysis, K-means cluster analysis, machine learning, support vector machines, random forest and logistic regression. Findings Visitors that travel to the Rocha Department from Montevideo can be classified into four distinct clusters. Clusters are labelled as “entertainment seekers”, “Rocha followers”, “relax and activities seekers” and “active tourists”. The support vector machine model achieved the best classification results. Research limitations/implications Implications for destination marketers who cater to young visitors are discussed. Destination marketers should determine an optimal level of resource allocation and destination management activities that compare both present costs and discounted potential future income of the different target markets. Surveying non-residents was not possible. Future work should sample tourists from abroad. Originality/value The combination of market segmentation of Rocha Department’s visitors from the city of Montevideo and classification of sampled individuals training various machine learning classifiers would allow Rocha’s destination marketers determine the belonging of an unsampled individual into one of the already obtained four clusters, enhancing marketing promotion for targeted offers.

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Segmentation and Classification of Indian Domestic Tourists : A Tourism Stakeholder Perspective

Abstract: He has many publications in reputed international journals and has written books on Image processing and Machine leaning. His areas of expertise include data mining, machine learning, image processing, and business consultation.

Cited by 3 publications

References 32 publications

Reformulating a Market-Driven Service Strategy of Community-Based Tourist Destinations Post-Pandemic Covid-19: Evidence from Indonesia

Reformulating a Market-Driven Service Strategy of Community-Based Tourist Destinations Post-Pandemic Covid-19: Evidence from Indonesia

Reformulation of Indonesia Tourism Targeting Strategy for the International Tourism Market

Benefit segmentation of a summer destination in Uruguay: a clustering and classification approach

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