A Review of Data-Driven Market Segmentation in Tourism

Sara Dolnicar
  • Journal of Travel & Tourism Marketing, July 2002, Taylor & Francis
  • DOI: 10.1300/j073v12n01_01

What is it about?

Market segmentation (targeting product offers on carefully chosen segments of consumers or target markets) is the key to organisational success. Good market segmentation decisions can only result from well implemented market segmentation analysis. But being an exploratory analysis, there are many pitfalls that can reduce the validity of the analysis. This study reviews published segmentation studies, analyses which common methodological decision are potentially undermining the validity and offers general guidance.

Why is it important?

Market segmentation is widely used in academia to create new knowledge and by industry to identify a promising target segment. High quality market segmentation analysis is the key to achieving these two aims.


Professor Sara Dolnicar
University of Queensland

Improving market segmentation methodology has been one of my key research interests since my PhD which I commenced in 1994. In collaboration with two world-class computational statisticians (Friedrich Leisch and Bettina Grun) and our students we have made a few contributions which we hope will reduce the risk of suboptimal market segments resulting from future analyses.

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The following have contributed to this page: Professor Sara Dolnicar