Analyzing the tourist markets with a new tool: Tourist market typology

Yıldırım Yılmaz

doi:10.48119/toleho.1120164

Research Article

Year 2023, Volume: 5 Issue: 1, 1 - 10, 30.06.2023

Yıldırım Yılmaz

https://doi.org/10.48119/toleho.1120164

Abstract

References

Adie, B. A., Falk, M., & Savioli, M. (2020). Overtourism as a perceived threat to cultural heritage in Europe. Current Issues in Tourism, 23(14), 1737-1741.
Aguiló, E., Rosselló, J., & Vila, M. (2017). Length of stay and daily tourist expenditure: A joint analysis. Tourism Management Perspectives, 21, 10-17.
Ağazade, S., Tükenmez, E. G., & Uzun, M. (2021). Is the volatility of international tourism revenues affected by tourism source market structure? An empirical analysis of Turkey. Tourism Economics, 13548166211046070.
Alegre, J. & Pou, L. (2006). The Length of Stay in the Demand for Tourism, Tourism Management, 27 (6): 1343–1355.
Bijmolt, T. H., Paas, L. J., & Vermunt, J. K. (2004). Country and consumer segmentation: Multi-level latent class analysis of financial product ownership. International Journal of Research in Marketing, 21(4), 323-340.
Buluk, B. & Duran, E. (2018). Türkiye’ye Yönelik Dış Turizm Potansiyelinin Panel Çekim Modeli ile Analizi. Anatolia: Turizm Araştırmaları Dergisi, 29 (1): 51-62. https://doi.org/10.17123/atad.435691
Cisneros-Martínez, J. D., & Fernández-Morales, A. (2015). Cultural tourism as tourist segment for reducing seasonality in a coastal area: the case study of Andalusia. Current Issues in Tourism, 18(8), 765-784.
Cohen, E. (1972). Toward a Sociology of International Tourism,Social Research,39 (1): 164–172.
Cohen, E. (1979). A Phenomenology of Tourist Experiences,Sociology,13 (2): 179–202.
Collier, D., Laporte, J., & Seawright, D. (2008). Typologies: Forming concepts and creating categorical variables. In J.M. Box-Steffensmeier, H.E. Brady, & D. Collier (Eds.), The Oxford handbook of political methodology (pp. 152–173). Oxford: Oxford University Press.
Croes, R., & Semrad, K. (2018). Destination Competitiveness. CooperC. VoloS. GartnerW. NoelS.(Eds.), The Sage handbook of tourism management, 77-90.
Dogru, T., Isik, C., & Sirakaya-Turk, E. (2019). The balance of trade and exchange rates: Theory and contemporary evidence from tourism. Tourism Management, 74, 12-23.
Dolnicar, S., & Leisch, F. (2010). Evaluation of structure and reproducibility of cluster solutions using the bootstrap. Marketing Letters, 21(1), 83-101.
Duman, T. & Kozak, M. (2010). The Turkish Tourism Product: Differentiation and Competitiveness,Anatolia, 21(1): 89–106. https://doi.org/10.1080/13032917.2010.9687092
Eagles, P.F.J. (1992). The Travel Motivations of Canadian Ecotourists,Journal of Travel Research,31(2): 3–7.
Ernst, D., & Dolnicar, S. (2018). How to avoid random market segmentation solutions. Journal of Travel Research, 57(1), 69-82.
Eusébio, C., Carneiro, M. J., Kastenholz, E., Figueiredo, E., & da Silva, D. S. (2017). Who is consuming the countryside? An activity-based segmentation analysis of the domestic rural tourism market in Portugal. Journal of hospitality and tourism management, 31, 197-210.
Fairhurst, A., Costello, C. & Fogle Holmes, A. (2007). An Examination of Shopping Behavior of Visitors to Tennessee According to Tourist Typologies,Journal of Vacation Marketing, 13(4): 311–320. https://doi.org/10.1177/1356766707081005
Ferrer-Rosell, B., Coenders, G., & Martínez-Garcia, E. (2015). Determinants in tourist expenditure composition—The role of airline types. Tourism Economics, 21(1), 9-32.
Fu, X., Ridderstaat, J., & Jia, H. C. (2020). Are all tourism markets equal? Linkages between market-based tourism demand, quality of life, and economic development in Hong Kong. Tourism Management, 77, 104015.
Garcia, E.M & Raya, J.M. (2008). Length of Stay for Low-Cost Tourism, Tourism Management, 29(6): 1064-1075.
García-Sánchez, A., Fernández-Rubio, E., & Collado, M. D. (2013). Daily expenses of foreign tourists, length of stay and activities: Evidence from Spain. Tourism Economics, 19(3), 613-630.
Gokovali, U. (2010). Contribution of tourism to economic growth in Turkey,Anatolia, 21(1): 139–153. https://doi.org/10.1080/13032917.2010.9687095
Gokovali, U., Bahar, O., & Kozak, M. (2007). Determinants of length of stay: A practical use of survival analysis. Tourism management, 28(3), 736-746.
Hvenegaard, G. T. (2002). Using Tourist Typologies for Ecotourism Research,Journal of Ecotourism, 1(1): 7–18. https://doi.org/10.1080/14724040208668109
Işık, C., Sirakaya-Turk, E., & Ongan, S. (2020). Testing the efficacy of the economic policy uncertainty index on tourism demand in USMCA: Theory and evidence. Tourism Economics, 26(8), 1344-1357.
Keng, K.A. & Cheng, J.L.L. (1999). Determining Tourist Role Typologies: An Exploratory Study of Singapore Vacationers, Journal of Travel Research, 37(Mayıs): 382-390
Koc, E., & Altinay, G. (2007). An analysis of seasonality in monthly per person tourist spending in Turkish inbound tourism from a market segmentation perspective. Tourism Management, 28(1), 227-237.
Koçak, E., Ulucak, R., & Ulucak, Z. Ş. (2020). The impact of tourism developments on CO2 emissions: An advanced panel data estimation. Tourism Management Perspectives, 33, 100611.
Kim, S. S., Han, H., & Chon, K. (2008). Estimation of the determinants of expenditures by festival visitors. Tourism Analysis, 13(4), 387-400.
Kim, J. H. & Ritchie, B. W. (2012). Motivation-Based Typology: An Empirical Study of Golf Tourists,Journal of Hospitality and Tourism Research, 36(2): 251–280. https://doi.org/10.1177/1096348010388661
Kim, S., Whitford, M., & Arcodia, C. (2019). Development of intangible cultural heritage as a sustainable tourism resource: The intangible cultural heritage practitioners’ perspectives. Journal of Heritage Tourism, 14(5-6), 422-435.
Kozak, M., Gökovalı, U. & Bahar, O. (2008). Estimating the Determinants of Tourist Spending: A Comparison of Four Models, Tourism Analysis, 13(2): 143-155.
Kronenberg, K., & Fuchs, M. (2021). Aligning tourism's socio-economic impact with the United Nations' sustainable development goals. Tourism Management Perspectives, 39, 100831.
Laesser, C. & Crouch, G.I. (2006), Segmenting markets by travel expenditure patterns: the case of international visitors to Australia, Journal of Travel Research, 44 (4), 397–406.
Lima, J., Eusébio, C., & Kastenholz, E. (2012). Expenditure-based segmentation of a mountain destination tourist market. Journal of Travel & Tourism Marketing, 29(7), 695-713.
Lin, Z., You, K., Lau, C. K., & Demir, E. (2019). Segmenting global tourism markets: A panel club convergence approach. Annals of Tourism Research, 75, 165-185.
Lowyck, E., Van Langenhove, L. & Bollaert, L. (1992). Typologies of Tourist Roles; İçinde P.Johnson & B. Thomas (Editörler) Choice and Demand in Tourism (ss. 13–32). Londra:Mansell Publishing.
May, J.A., Bastian, C.T., Taylor, D.T. & Whipple, G.D. (2001). Market segmentation of Wyoming snowmobilers. Journal of Travel Research,39 (3): 292–299.
Mok, C., & Iverson, T. J. (2000). Expenditure-based segmentation: Taiwanese tourists to Guam. Tourism Management, 21, 299–305.
Mortazavi, R., & Lundberg, M. (2020). Expenditure-based segmentation of tourists taking into account unobserved heterogeneity: The case of Venice. Tourism Economics, 26(3), 475-499.
Murphy, P.E. (1985).Tourism: A Community Approach. Londra: Routledge.
Perez, E. A., & Juaneda, S. C. (2000). Tourist expenditure for mass tourism markets. Annals of tourism research, 27(3), 624-637.
Plog, S.C. (2001). Why Destination Areas Rise and Fall in Popularity An Update of a Cornell Quarterly Classic, Cornell Hotel and Restaurant Administration Quarterly, 42(3): 13-24.
Qu, Y., Qu, H., & Chen, G. (2018). Market segmentation for a leverage revitalization of China’s inbound tourism: the case of US leisure tourists. Current Issues in Tourism, 21(6), 646-662.
Roehl, D. W. S., & Fesenmaier, D. R. (1996). Modelling the Influence of Information Obtained at State Welcome Centers on Visitors Expenditures. Journal of Travel & Tourism Marketing, 4(3), 19-28.
Roxas, F. M. Y., Rivera, J. P. R., & Gutierrez, E. L. M. (2020). Framework for creating sustainable tourism using systems thinking. Current Issues in Tourism, 23(3), 280-296.
Sánchez-Pérez, M., Terán-Yépez, E., Marín-Carrillo, M. B., Marín-Carrillo, G. M., & Illescas-Manzano, M. D. (2021). The impact of the COVID-19 health crisis on tourist evaluation and behavioural intentions in Spain: Implications for market segmentation analysis. Current Issues in Tourism, 24(7), 919-933.
Sharpley, R. (1994).Tourism, Tourists and Society. Huntingdon: ELM Publications.
Siakwah, P., Musavengane, R., & Leonard, L. (2020). Tourism governance and attainment of the sustainable development goals in Africa. Tourism Planning & Development, 17(4), 355-383.
Silva, H. E., & Henriques, F. M. (2021). The impact of tourism on the conservation and IAQ of cultural heritage: The case of the Monastery of Jerónimos (Portugal). Building and Environment, 190, 107536.
Simancas Cruz, M., Peñarrubia Zaragoza, M.P., Hernández-Martín, R. and Rodríguez Rodríguez, Y. (2022), "The territorial segmentation of coastal tourism areas", Journal of Place Management and Development, Vol. 15 No. 4, pp. 423-441. https://doi.org/10.1108/JPMD-01-2021-0005
Terzić, A., Demirović, D., Petrevska, B., & Limbert, W. (2020). Active sport tourism in Europe: Applying market segmentation model based on human values. Journal of Hospitality & Tourism Research, 1096348020926546.
Thrane, C., & Farstad, E. (2012). Nationality as a segmentation criterion in tourism research: The case of international tourists' expenditures while on trips in Norway. Tourism Economics, 18(1), 203-217.
Tkaczynski, A., Rundle-Thiele, S., & Beaumont, N. (2010). Destination segmentation: A recommended two-step approach. Journal of Travel Research, 49(2), 139-152.
Tsiotas, D., Krabokoukis, T., & Polyzos, S. (2021). Detecting Tourism Typologies of Regional Destinations Based on Their Spatio-Temporal and Socioeconomic Performance: A Correlation-Based Complex Network Approach for the Case of Greece. Tourism and Hospitality, 2(1), 113-139.
Uriely, N. (2009). Deconstructing Tourist Typologies: The Case of Backpacking. International Journal of Culture, Tourism and Hospitality Research, 3(4), 306–312. https://doi.org/10.1108/17506180910994523
Uysal, M. & McDonald, C.D. (1989). Visitor Segmentation by Trip Index, Journal of Travel Research, 27 (3): 38–42.7

Analyzing the tourist markets with a new tool: Tourist market typology

Year 2023, Volume: 5 Issue: 1, 1 - 10, 30.06.2023

Yıldırım Yılmaz

https://doi.org/10.48119/toleho.1120164

Abstract

To develop appropriate strategies through classifying the tourist markets is an important issue to increase the tourism revenue. In this study, a tourist market typology was developed. Tourist markets were divided into eight groups in terms of their average daily expenditures, average length of stay, and their contribution to the tourism revenue of destination. Typology of tourist markets was applied using the Turkish tourism data of 2018. It gives concrete recommendations about which strategy to be pursued for each markets in order to maximize the tourism revenue while controlling the cost that associated with the tourism operations.

Keywords

Tourist market typology, Tourism revenue, Average length of stay, Daily expenditure

References

Adie, B. A., Falk, M., & Savioli, M. (2020). Overtourism as a perceived threat to cultural heritage in Europe. Current Issues in Tourism, 23(14), 1737-1741.
Aguiló, E., Rosselló, J., & Vila, M. (2017). Length of stay and daily tourist expenditure: A joint analysis. Tourism Management Perspectives, 21, 10-17.
Ağazade, S., Tükenmez, E. G., & Uzun, M. (2021). Is the volatility of international tourism revenues affected by tourism source market structure? An empirical analysis of Turkey. Tourism Economics, 13548166211046070.
Alegre, J. & Pou, L. (2006). The Length of Stay in the Demand for Tourism, Tourism Management, 27 (6): 1343–1355.
Bijmolt, T. H., Paas, L. J., & Vermunt, J. K. (2004). Country and consumer segmentation: Multi-level latent class analysis of financial product ownership. International Journal of Research in Marketing, 21(4), 323-340.
Buluk, B. & Duran, E. (2018). Türkiye’ye Yönelik Dış Turizm Potansiyelinin Panel Çekim Modeli ile Analizi. Anatolia: Turizm Araştırmaları Dergisi, 29 (1): 51-62. https://doi.org/10.17123/atad.435691
Cisneros-Martínez, J. D., & Fernández-Morales, A. (2015). Cultural tourism as tourist segment for reducing seasonality in a coastal area: the case study of Andalusia. Current Issues in Tourism, 18(8), 765-784.
Cohen, E. (1972). Toward a Sociology of International Tourism,Social Research,39 (1): 164–172.
Cohen, E. (1979). A Phenomenology of Tourist Experiences,Sociology,13 (2): 179–202.
Collier, D., Laporte, J., & Seawright, D. (2008). Typologies: Forming concepts and creating categorical variables. In J.M. Box-Steffensmeier, H.E. Brady, & D. Collier (Eds.), The Oxford handbook of political methodology (pp. 152–173). Oxford: Oxford University Press.
Croes, R., & Semrad, K. (2018). Destination Competitiveness. CooperC. VoloS. GartnerW. NoelS.(Eds.), The Sage handbook of tourism management, 77-90.
Dogru, T., Isik, C., & Sirakaya-Turk, E. (2019). The balance of trade and exchange rates: Theory and contemporary evidence from tourism. Tourism Management, 74, 12-23.
Dolnicar, S., & Leisch, F. (2010). Evaluation of structure and reproducibility of cluster solutions using the bootstrap. Marketing Letters, 21(1), 83-101.
Duman, T. & Kozak, M. (2010). The Turkish Tourism Product: Differentiation and Competitiveness,Anatolia, 21(1): 89–106. https://doi.org/10.1080/13032917.2010.9687092
Eagles, P.F.J. (1992). The Travel Motivations of Canadian Ecotourists,Journal of Travel Research,31(2): 3–7.
Ernst, D., & Dolnicar, S. (2018). How to avoid random market segmentation solutions. Journal of Travel Research, 57(1), 69-82.
Eusébio, C., Carneiro, M. J., Kastenholz, E., Figueiredo, E., & da Silva, D. S. (2017). Who is consuming the countryside? An activity-based segmentation analysis of the domestic rural tourism market in Portugal. Journal of hospitality and tourism management, 31, 197-210.
Fairhurst, A., Costello, C. & Fogle Holmes, A. (2007). An Examination of Shopping Behavior of Visitors to Tennessee According to Tourist Typologies,Journal of Vacation Marketing, 13(4): 311–320. https://doi.org/10.1177/1356766707081005
Ferrer-Rosell, B., Coenders, G., & Martínez-Garcia, E. (2015). Determinants in tourist expenditure composition—The role of airline types. Tourism Economics, 21(1), 9-32.
Fu, X., Ridderstaat, J., & Jia, H. C. (2020). Are all tourism markets equal? Linkages between market-based tourism demand, quality of life, and economic development in Hong Kong. Tourism Management, 77, 104015.
Garcia, E.M & Raya, J.M. (2008). Length of Stay for Low-Cost Tourism, Tourism Management, 29(6): 1064-1075.
García-Sánchez, A., Fernández-Rubio, E., & Collado, M. D. (2013). Daily expenses of foreign tourists, length of stay and activities: Evidence from Spain. Tourism Economics, 19(3), 613-630.
Gokovali, U. (2010). Contribution of tourism to economic growth in Turkey,Anatolia, 21(1): 139–153. https://doi.org/10.1080/13032917.2010.9687095
Gokovali, U., Bahar, O., & Kozak, M. (2007). Determinants of length of stay: A practical use of survival analysis. Tourism management, 28(3), 736-746.
Hvenegaard, G. T. (2002). Using Tourist Typologies for Ecotourism Research,Journal of Ecotourism, 1(1): 7–18. https://doi.org/10.1080/14724040208668109
Işık, C., Sirakaya-Turk, E., & Ongan, S. (2020). Testing the efficacy of the economic policy uncertainty index on tourism demand in USMCA: Theory and evidence. Tourism Economics, 26(8), 1344-1357.
Keng, K.A. & Cheng, J.L.L. (1999). Determining Tourist Role Typologies: An Exploratory Study of Singapore Vacationers, Journal of Travel Research, 37(Mayıs): 382-390
Koc, E., & Altinay, G. (2007). An analysis of seasonality in monthly per person tourist spending in Turkish inbound tourism from a market segmentation perspective. Tourism Management, 28(1), 227-237.
Koçak, E., Ulucak, R., & Ulucak, Z. Ş. (2020). The impact of tourism developments on CO2 emissions: An advanced panel data estimation. Tourism Management Perspectives, 33, 100611.
Kim, S. S., Han, H., & Chon, K. (2008). Estimation of the determinants of expenditures by festival visitors. Tourism Analysis, 13(4), 387-400.
Kim, J. H. & Ritchie, B. W. (2012). Motivation-Based Typology: An Empirical Study of Golf Tourists,Journal of Hospitality and Tourism Research, 36(2): 251–280. https://doi.org/10.1177/1096348010388661
Kim, S., Whitford, M., & Arcodia, C. (2019). Development of intangible cultural heritage as a sustainable tourism resource: The intangible cultural heritage practitioners’ perspectives. Journal of Heritage Tourism, 14(5-6), 422-435.
Kozak, M., Gökovalı, U. & Bahar, O. (2008). Estimating the Determinants of Tourist Spending: A Comparison of Four Models, Tourism Analysis, 13(2): 143-155.
Kronenberg, K., & Fuchs, M. (2021). Aligning tourism's socio-economic impact with the United Nations' sustainable development goals. Tourism Management Perspectives, 39, 100831.
Laesser, C. & Crouch, G.I. (2006), Segmenting markets by travel expenditure patterns: the case of international visitors to Australia, Journal of Travel Research, 44 (4), 397–406.
Lima, J., Eusébio, C., & Kastenholz, E. (2012). Expenditure-based segmentation of a mountain destination tourist market. Journal of Travel & Tourism Marketing, 29(7), 695-713.
Lin, Z., You, K., Lau, C. K., & Demir, E. (2019). Segmenting global tourism markets: A panel club convergence approach. Annals of Tourism Research, 75, 165-185.
Lowyck, E., Van Langenhove, L. & Bollaert, L. (1992). Typologies of Tourist Roles; İçinde P.Johnson & B. Thomas (Editörler) Choice and Demand in Tourism (ss. 13–32). Londra:Mansell Publishing.
May, J.A., Bastian, C.T., Taylor, D.T. & Whipple, G.D. (2001). Market segmentation of Wyoming snowmobilers. Journal of Travel Research,39 (3): 292–299.
Mok, C., & Iverson, T. J. (2000). Expenditure-based segmentation: Taiwanese tourists to Guam. Tourism Management, 21, 299–305.
Mortazavi, R., & Lundberg, M. (2020). Expenditure-based segmentation of tourists taking into account unobserved heterogeneity: The case of Venice. Tourism Economics, 26(3), 475-499.
Murphy, P.E. (1985).Tourism: A Community Approach. Londra: Routledge.
Perez, E. A., & Juaneda, S. C. (2000). Tourist expenditure for mass tourism markets. Annals of tourism research, 27(3), 624-637.
Plog, S.C. (2001). Why Destination Areas Rise and Fall in Popularity An Update of a Cornell Quarterly Classic, Cornell Hotel and Restaurant Administration Quarterly, 42(3): 13-24.
Qu, Y., Qu, H., & Chen, G. (2018). Market segmentation for a leverage revitalization of China’s inbound tourism: the case of US leisure tourists. Current Issues in Tourism, 21(6), 646-662.
Roehl, D. W. S., & Fesenmaier, D. R. (1996). Modelling the Influence of Information Obtained at State Welcome Centers on Visitors Expenditures. Journal of Travel & Tourism Marketing, 4(3), 19-28.
Roxas, F. M. Y., Rivera, J. P. R., & Gutierrez, E. L. M. (2020). Framework for creating sustainable tourism using systems thinking. Current Issues in Tourism, 23(3), 280-296.
Sánchez-Pérez, M., Terán-Yépez, E., Marín-Carrillo, M. B., Marín-Carrillo, G. M., & Illescas-Manzano, M. D. (2021). The impact of the COVID-19 health crisis on tourist evaluation and behavioural intentions in Spain: Implications for market segmentation analysis. Current Issues in Tourism, 24(7), 919-933.
Sharpley, R. (1994).Tourism, Tourists and Society. Huntingdon: ELM Publications.
Siakwah, P., Musavengane, R., & Leonard, L. (2020). Tourism governance and attainment of the sustainable development goals in Africa. Tourism Planning & Development, 17(4), 355-383.
Silva, H. E., & Henriques, F. M. (2021). The impact of tourism on the conservation and IAQ of cultural heritage: The case of the Monastery of Jerónimos (Portugal). Building and Environment, 190, 107536.
Simancas Cruz, M., Peñarrubia Zaragoza, M.P., Hernández-Martín, R. and Rodríguez Rodríguez, Y. (2022), "The territorial segmentation of coastal tourism areas", Journal of Place Management and Development, Vol. 15 No. 4, pp. 423-441. https://doi.org/10.1108/JPMD-01-2021-0005
Terzić, A., Demirović, D., Petrevska, B., & Limbert, W. (2020). Active sport tourism in Europe: Applying market segmentation model based on human values. Journal of Hospitality & Tourism Research, 1096348020926546.
Thrane, C., & Farstad, E. (2012). Nationality as a segmentation criterion in tourism research: The case of international tourists' expenditures while on trips in Norway. Tourism Economics, 18(1), 203-217.
Tkaczynski, A., Rundle-Thiele, S., & Beaumont, N. (2010). Destination segmentation: A recommended two-step approach. Journal of Travel Research, 49(2), 139-152.
Tsiotas, D., Krabokoukis, T., & Polyzos, S. (2021). Detecting Tourism Typologies of Regional Destinations Based on Their Spatio-Temporal and Socioeconomic Performance: A Correlation-Based Complex Network Approach for the Case of Greece. Tourism and Hospitality, 2(1), 113-139.
Uriely, N. (2009). Deconstructing Tourist Typologies: The Case of Backpacking. International Journal of Culture, Tourism and Hospitality Research, 3(4), 306–312. https://doi.org/10.1108/17506180910994523
Uysal, M. & McDonald, C.D. (1989). Visitor Segmentation by Trip Index, Journal of Travel Research, 27 (3): 38–42.7

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Details

Primary Language	English
Subjects	Tourism (Other)
Journal Section	Peer-reviewed Articles
Authors	Yıldırım Yılmaz 0000-0002-6537-7111
Early Pub Date	June 11, 2023
Publication Date	June 30, 2023
Submission Date	May 23, 2022
Acceptance Date	November 18, 2022
Published in Issue	Year 2023 Volume: 5 Issue: 1

Cite

APA	Yılmaz, Y. (2023). Analyzing the tourist markets with a new tool: Tourist market typology. Journal of Tourism Leisure and Hospitality, 5(1), 1-10. https://doi.org/10.48119/toleho.1120164

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