Toward an understanding of segmentation strategies in international tourism marketing: the moderating effects of advertising media types and nationality
Review of International Business and Strategy
ISSN: 2059-6014
Article publication date: 16 August 2021
Issue publication date: 2 August 2022
Abstract
Purpose
The purpose of this paper is to contribute to international tourism market segmentation research by proposing a comprehensive framework that examines behavioral, benefits and lifestyle segmentations. The moderating roles of geographic segmentation (nationality) and advertising media types are also discussed.
Design/methodology/approach
Tourists volunteered to participate in a self-administered survey at random during peak seasons. Total number of collected questionnaires was 966. The authors used WarpPLS 6.0 software to analyze data.
Findings
Results from a sample of 919 tourists show that tourists in the benefit segmentation cluster had intentions to revisit the destination but they were unlikely to recommend it to others. Another finding indicates that marketing campaigns on different advertising media types might have different results when targeting different activities.
Originality/value
Leaning on the foundations of the marketing literature and the market segmentation theory, this research attempts to create a theoretical contribution that can be used to segment international tourists based on their travel motivations. Additionally, this study highlights the power of conditional probability approach, as it could be of more value than the predominant path coefficient approach.
Keywords
Acknowledgements
This project was funded by His Majesty’s Trust Fund.
SR/EPS/MRKT/16/01.
Citation
Nusair, K., Alazri, H., Alfarhan, U.F. and Al-Muharrami, S. (2022), "Toward an understanding of segmentation strategies in international tourism marketing: the moderating effects of advertising media types and nationality", Review of International Business and Strategy, Vol. 32 No. 3, pp. 346-367. https://doi.org/10.1108/RIBS-02-2021-0038
Publisher
:Emerald Publishing Limited
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