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Market Segmentation: An Application to the Schist Village Tourism Destinations

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  • Arminda Paço

    (University of Beira Interior)

  • Manuel Martinho

    (University of Beira Interior)

Abstract

Purpose – The Schist Village network is a sustainable development project in Portugal’s Pinhal Interior region that includes 27 villages located in the central inland area of the country. Overall, this study sets out evidence about the motivations, interests, behaviors, and images of visitors/tourists (tourism consumers) regarding the Schist Villages in the area. Design/Methodology/Approach – The sample of individuals interviewed includes a total of 223 individuals (59 international and 164 national tourists), all of whom personally answered the questionnaire. Findings and implications – Through analysis of the survey results obtained, it is possible to chart a profile of Schist Village visitors/tourists, ascertain their preferences and the key attributes associated with the image of this tourist destination and, based on these, put forward strongly focused orientations and guidelines to help develop future marketing plans for this territory. Limitations – One limitation stems from how the data was gathered and analyzed constitutes but a mere “moment” in a fairly vast and dynamic universe given that the questionnaires were completed across a defined and fairly brief period of time. The fact that the questionnaires were handed out by network partners effectively excluded from the study all those tourism consumers who travel and visit the territory without any direct recourse to the services of the aforementioned partners. Originality – This study presents an easy and clear way to segment the market that could be used by several stakeholders in order to improve their targeting activities.

Suggested Citation

  • Arminda Paço & Manuel Martinho, 2017. "Market Segmentation: An Application to the Schist Village Tourism Destinations," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(2), pages 205-218.
    • Handle: RePEc:zag:market:v:29:y:2017:i:2:p:205-218
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    References listed on IDEAS

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    1. Parikshat Manhas & Lalita Manrai & Ajay Manrai, 2016. "Role of Tourist Destination Development in Building its Brand Image: A Conceptual Model," Journal of Economics, Finance and Administrative Science, Universidad ESAN, vol. 21(40), pages 25-29.
    2. Crouch, Geoffrey I. & Ritchie, J. R. Brent, 1999. "Tourism, Competitiveness, and Societal Prosperity," Journal of Business Research, Elsevier, vol. 44(3), pages 137-152, March.
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