Image segmentation: the case of a tourism destination

The vacation market is segmented based upon the images held by non‐residents of a tourism destination. These images were assessed via self‐administered questionnaires, returned by more than 900 survey participants. A posteriori segmentation – performed based upon similar perceptions of natural, cultural, recreational and climate amenities – identified four market segments with distinct images. The market segment expressing the most favorable image also stated the highest intent to visit; conversely, the segment expressing the least favorable image stated the lowest intent to visit. For each segment a demographic profile is established and managerial implications, both short‐term and long‐term, for targeting these segments are discussed.