Market segmentation based on the expected benefits Mashhad citizens to choose a tourist destination

Mohammadzadeh, Atefeh; Sharbaf, Ahmad; Asemandoreh, Yaser

doi:10.22034/jtd.2020.110398

Market segmentation based on the expected benefits Mashhad citizens to choose a tourist destination

Document Type : Original Article

Authors

atefeh mohammadzadeh ¹

ahmad sharbaf ²

yaser asemandoreh ²

¹ Master of business administration from attar university of mashhad

² Phd candidate in ferdowsi university of mashhad

10.22034/jtd.2020.110398

Abstract

The main purpose of this study was the tourism market segmentation and dividing tourism market into distinct groupes customer who might require separate marketing mix. Gaining this purpose, 560 questionnaires were gathered. To investigate the reliability of questionnaires, content and face validity approaches were used, and for the estimation of the reliability of questionnaires, Cronbach coefficient was computed at 0.91.for the analysis of data, statistical approaches including factor analysis and cluster analysis were applied. Principal component analysis revealed the 56 destination choice criteria being in the form of 10 factors. Cluster analysis was then employed to divide the customers into 4 clusters due to their similarity of respondent of the 10 factors. In addition to, describing the demographic characteristics were analyzed in each clusters. So that valuable information of the characteristics of different people and their and their views should be used to develop a successful and attractive marketing program.

Keywords

Market segmentation

Tourism

Factor analysis

benefit sought

Cluster analysis