International Tourism Market Segmentation Based on Consumer Behavior
The globalization, the economy’s digitization and the hyper-competition, characterizing today’s environment, have significantly changed consumer behavior in tourism. It has become a multidimensional concept, viewed as a specific result of a dynamic system of relations between processes of perception, information, attitude, motivation and effective manifestation. In this context, researching certain dimensions that are at the core of consumer behavior, and consequently, determine the purchasing and consumption pattern, it is essential to know your customers, in order to tailor and cater to their needs and wants, in a way that translates into repeat business. As this paper refers to the international tourism market, the diversity, that describes this market, requires bidders to focus on niche marketing, while market segmentation becomes, in this framework, a very attractive strategy, viable and with high potential rates of profitability.
Volume (Year): 11 (2010)
Issue (Month): 5 (December)
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