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| Author: | Lee, G. Morrison, A. M. O'Leary, J. T. |
| Title: | The economic value portfolio matrix: a target market selection tool for destination marketing organizations |
| Journal: | Tourism Management
2006 : AUG, VOL. 27:4, p. 576-588 |
| Index terms: | tourism market segmentation |
| Language: | eng |
| Abstract: | The objective of this article is to propose a practical evaluation tool for destination marketers to evaluate travel market segments in terms of the expected economic return on each identified segment. Findings show that benefit-based market segmentation is a useful tool for segmenting the French leisure travel market to Canada. |
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