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Title: Improving the tourist experience at World Heritage Sites: How to Explore Motivations Using Expenditure-based Segmentation
Authors: Marujo, Noémi
Serra, Jaime
Lima, Joana
Borges, Maria do Rosário
Editors: Agapito, Dora
Ribeiro, Manuel Alector
Woosnam, Kyle Maurice
Keywords: market segmentation
tourist expenditure
UNESCO World Heritage Sites
Issue Date: Jul-2022
Publisher: Edward Elgar Publishing
Citation: Marujo, N., Serra, J., Lima, J., & Borges, M.R. (2022). “Improving the tourist experience at World Heritage Sites: How to Explore Motivations Using Expenditure-based Segmentation”, In D. Agapito, M.A. Ribeiro, & H.M. Woosnam, Handbook on the Tourist Experience: Design, Marketing and Management. Research Handbooks in Tourism Series. Edward Elger Publishing Lda. ISBN: 978 1 83910 938 6
Abstract: The feasibility of expenditure as a variable for tourism segmentation was firstly demonstrated by Pizam and Reichel (1979) and confirmed in another reference study by Spotts and Mahoney (1991). From then on, several studies using this variable as a basis for market segmentation followed (Sou, 2014). However, as pointed out by Lima et al. (2012), there is a gap in the research concerning the potential role of market segmentation based on visitors’ daily expenditure level at the destination, as an input for planning strategies aimed at maximizing the economic relevance of tourism for local tourism destinations. Discerning different segments among the destination’s visitors and knowledge of their characteristics may be critical for tourism suppliers to better understand and orient their marketing efforts, particularly when considering small destinations (Lima et al., 2012; Oh & Schuett, 2010). Also, for a developing or emerging destination, the promotion of heritage tourism is likely to be an important (complementary) strategy in its economic development, as it may benefit the local economy by attracting more tourists, for example, through the association with the UNESCO brand World Heritage Sites (WHS) (Marujo, 2014; Yang & Lin, 2014). [and continue...]
Type: bookPart
Appears in Collections:SOC - Publicações - Capítulos de Livros
CIDEHUS - Publicações - Capítulos de Livros

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