Segmenting the tourism market by purpose of trip

Abstract

Market segmentation studies of tourism and travel — studies which divide the market into sectors according to specified criteria — are considered a useful marketing tool for the industry. The recent focus has been on ‘purpose of trip’ as the correlate for segmentation. The authors describe the methods and results of a study which investigated the usefulness of segmentation by purpose of trip through a case study of tourism and travel to Halifax, Nova Scotia, and relating it to segmentation by other traditional correlates.