engleski

Selection of segmentation criteria: case of wellness tourism

Market segmentation refers to a process of dividing one heterogeneous market into a number of smaller homogeneous markets in order to differentiate products and services. The aim of market segmentation is achieving those kinds of segments where members of one segment are as similar as possible to each other and where members of different segments are as different as possible. Selection of segmentation criteria is the first step in market segmentation. There are many different segmentation criteria, but roughly they can be divided into classic segmentation criteria like geographical, socioeconomic, demographic, psychographic and behaviouristic and tourism specific segmentation criteria (e.g. purpose of travel, needs, motivations, and benefits etc.). Market segmentation can be done by using a priori and a posterior approach, but those two approaches may be combined as well. There are same research related to segmentation of wellness tourists, but segmentation criteria differ from case to case. The main purpose of this paper is to determine and evaluate segmentation criteria of wellness tourists.

market segmentation ; segmentation criteria ; wellness tourists

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