Strategic segmentation: An empirical analysis of tourist expenditure in Turkey

Abstract

This article presents a methodology to aid strategic planners in analyzing segment attractiveness. The methodology involves using country of origin as the primary segment-ing variable and a number of demographic and behavioral characteristics as secondary segmenting variables. The methodology is quite flexible and quantitatively robust. The methodology is illustrated through an application to country-of-origin-based tourist expenditure in Turkey, and target segments for promotional strategies are identified. Despite the continued dominance of mass tourism offer-ings in Europe, North America, and the Far East, there are clear indicators that more tailored offerings will be required in the future. Differentiated offers, even within the broad con-text of what might be called mass tourism, are likely to become increasingly important to a consumer marketplace that is ever more sophisticated in its travel experience and expectations (Ritchie 1991). Tourism operators have an increasingly complex range of supply options at their dis