Journal of Sustainable Tourism
Editors: Bill Bramwell (Sheffield Hallam University) and Bernard Lane (Visiting Research Fellow, Sheffield Hallam University)
|
Volume: 12 Number: 3 Page: 209–218
|
|
|
|
|
Insights into Sustainable Tourists in Austria: A Data-based A Priori Segmentation Approach
|
|
Sara Dolnicar
|
|
An excellent market-driven way to successfully implement sustainable tourism in a destination is to find a segment of tourists or potential tourists interested in the unique natural beauty of the destination, willing to preserve it, and who are also highly attractive in terms of high
expenditures, long stays, high return rate, high recommendation rate etc. The first step in seeking these visitors is through investigation of sustainable market segments. So far, only a few studies have systematically searched for 'eco-segments'or sustainable tourist groups and described them.
This paper reviews the usefulness of such approaches, examines past studies investigating potential target segments and describes the group of summer tourists in Austria who care about maintaining the natural environment. The results suggest that this group of visitors has some highly attractive
characteristics and is very large, thus offering a sound basis for additional sustainable niche segment creation.
Keywords: MARKET SEGMENTATION, TARGETING, AUSTRIA
© 2004 Channel View Publications
Full text PDF
|
