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| Author: | Tkaczynski, A. Rundle-Thiele, S.R. |
| Title: | Event segmentation: a review and research agenda |
| Journal: | Tourism Management
2011 : APR, VOL. 32:2, p. 426-232 |
| Index terms: | event studies market segmentation literature data analysis |
| Language: | eng |
| Abstract: | Event academics and practitioners have long acknowledged the importance of event attendee segmentation. Regardless of a relatively long level of enquiry into event segmentation, little consistency exists in the used methods, data analysis techniques and segmentation variables. A review of 120 event segmentation studies incorporating an attendee-orientated approach was conducted to observe how event attendees are currently segmented. This article serves as a reference guide to current event segmentation researchers on the segmentation approach/es and data analysis techniques applied in previous studies. Future research recommendations are also suggested. |
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