Information and communications technology and market segmentation in tourism: a review

Examination of how ICTs have affected market segmentation literature in tourism by the means of literature review finds that in most cases the effects are very limited.

Abstract

Purpose Information and communication technologies (ICT) have had a profound impact on tourism marketing. For several decades one of the cornerstones of marketing has been market segmentation. The purpose of this paper is to examine how ICTs have affected market segmentation literature in tourism by the means of literature review. Design/methodology/approach All segmentation articles published in Journal of Travel Research , Tourism Management and Journal of Travel & Tourism Marketing since the year 2000 are reviewed by examining how ICTs have affected them. Content analysis is used to categorize the connection between ICTs and segmentation to seven categories. Findings Only three papers focusing on both ICT and segmentation were found among the 188 segmentation‐related studies reviewed. Altogether 58 market segmentation studies found were affected by ICTs but in most cases the effects are very limited. Research limitations/implications Only three tourism journals were reviewed making it possible that some studies connected to the topic are not examined in this review. Practical implications This study provides practitioners with a review of central findings regarding ICT use in market segmentation process published in recent academic literature. Originality/value This is the first study to review how ICTs have affected market segmentation in tourism. It provides a review of central papers discussing the topic and directions for future research. Overall, this research highlights the lack of research on the topic, as well as its importance for the future of tourism marketing.