This article builds on the double role of the effect of prices on the choice of tourism activities: not only is it the sole component of the destination marketing mix that represents revenue but also a determinant factor in tourist choice. On this account, identifying patterns of tourists with different degrees of sensitivities to prices would help destinations design an appropriate bundle of activities and have a clear definition of the segment they should try to attract. Accordingly, the objective of this article is to identify tourist segments from individual price sensitivities to activities. The results show-although price has a dissuasive influence on the choice of activities-a differentiated effect (as this dissuasiveness is not general for all individuals); this heterogeneous responsiveness to price supports its use as a segmentation criterion. In the empirical application, four segments are found with significantly different price sensitivities. © 2012 SAGE Publications.
Tourism Market Segmentation Based on Price Sensitivity: Finding Similar Price Preferences on Tourism Activities / Masiero L.; Nicolau J.L.. - In: JOURNAL OF TRAVEL RESEARCH. - ISSN 0047-2875. - ELETTRONICO. - 51:4(2012), pp. 426-435. [10.1177/0047287511426339]
Tourism Market Segmentation Based on Price Sensitivity: Finding Similar Price Preferences on Tourism Activities
Masiero L.;
2012
Abstract
This article builds on the double role of the effect of prices on the choice of tourism activities: not only is it the sole component of the destination marketing mix that represents revenue but also a determinant factor in tourist choice. On this account, identifying patterns of tourists with different degrees of sensitivities to prices would help destinations design an appropriate bundle of activities and have a clear definition of the segment they should try to attract. Accordingly, the objective of this article is to identify tourist segments from individual price sensitivities to activities. The results show-although price has a dissuasive influence on the choice of activities-a differentiated effect (as this dissuasiveness is not general for all individuals); this heterogeneous responsiveness to price supports its use as a segmentation criterion. In the empirical application, four segments are found with significantly different price sensitivities. © 2012 SAGE Publications.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.