Strategic Segmentation: An Empirical Analysis of Tourist Expenditure in Turkey

This article presents a methodology to aid strategic planners in analyzing segment attractiveness. The methodology involves using country of origin as the primary segmenting variable and a number of demographic and behavioral characteristics as secondary segmenting variables. The methodology is quite flexible and quantitatively robust. The methodology is illustrated through an application to country-of-origin-based tourist expenditure in Turkey, and target segments for promotional strategies are identified.