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Abstract This study was a prototype segmentation of Iran's inbound tourism market with a concentration on culture. The focus of this paper was to introduce a step by step description of the methodology used to segment Iran's inbound tourism market. In the first phase, cluster analysis was employed to segment the entire market based on two dimensions of tourists' expenditure and cultural traits. In the second phase, the resulting clusters were divided into further subgroups using a common sense approach. Additional variables were utilised to profile the segments, and finally, the segmentation process was verified through outcome analysis. Copyright © 2010 John Wiley & Sons, Ltd.
Najmi et al. (2010) studied this question.