Traveler Geographic Origin and Market Segmentation: The Multi Trips Destination Case

Abstract

Abstract Most market segmentation studies focus on the nationalities of visitors as one of the basic elements of segmentation. For some destinations, nationality will be a sufficient segmentation tool, but for destinations with a variety of visitor groups, other descriptors have to be added. This paper will both focus on the limitations of the use of nationality for segmentation, and will compare it to the use of other segment descriptors, mainly mode of travel. The empirical basis is work conducted in the Jotunheimen mountains of Southern Norway, a region visited by foreign tourists for more than 150 years. In addition to the focus on visits in general, this paper will extend the marketing focus to the use of different types of attractions and activities in this region.