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| Author: | Jang, S. Morrison, A. M. O'Leary, J. T. |
| Title: | A procedure for target market selection in tourism |
| Journal: | Journal of Travel & Tourism Marketing
2004 : VOL. 16:1, p. 17-31 |
| Index terms: | Tourism Travel Cluster analysis Market research |
| Language: | eng |
| Abstract: | The primary objective of this research was to evaluate the attractiveness of travel activity segments to assist with target market selection. Using mean expenditure, expenditure risk, segment size, and segment size risk as the evaluation criteria, the resulting segments were assessed and compared. Three risk-adjusted indexes were also introduced to simultaneously consider expenditure level, market segment size, market potential, and risk in the process of segment attractiveness evaluation. |
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