search query: @indexterm SEGMENTATION / total: 227
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| Author: | Najmi, M. Sharbatoghlie, A. Jafarieh, A. |
| Title: | Tourism market segmentation in Iran |
| Journal: | International Journal of Tourism Research
2010 : SEP/OCT, VOL.12:5, p. 497-509 |
| Index terms: | tourism markets segmentation culture Iran |
| Freeterms: | cluster analysis |
| Language: | eng |
| Abstract: | Prototyping segmentation of Iran's inbound tourism market with a concentration on culture, this paper's focus was on introducing a step-by-step description of the methodology used to segment Iran's inbound tourism market. Cluster analysis was utilized to segment the entire market based on two dimensions of tourists' cultural traits and expenditure. Using a common sense approach, the resulting clusters were divided into subgroups. Additional variables were used to profile the segments. To the end, the segmentation process was verified through outcome analysis. |
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