Country Segmentation of the International Tourism Market Using Propensity to Travel and to Spend Abroad

ABSTRACT

Two new segmentation variables for the global international tourism market were operationalized. These variables were used to segment the countries of the world into nine market segments, which include heavy travelers, heavy spenders (HH); heavy travelers, medium spenders (HM); heavy travelers, light spenders (HL); medium travelers, heavy spenders (MH); medium travelers, medium spenders (MM); medium travelers, light spenders (ML); light travelers, heavy spenders (LH); light travelers, medium spenders (LM); and light travelers, light spenders (LL). The profile of these country segments were further examined using discriminant analysis. Implications of findings for targeting and promotion strategies are discussed, and directions for future research are given.

KEYWORDS:

• International tourism
• international marketing
• propensity to travel
• propensity to spend
• tourism arrivals
• tourism receipts

The author is grateful for the insightful comments and recommendations on the earlier draft of this paper by the anonymous reviewers of Journal of Global Marketing. Financial support for this research provided by the School of Business, Howard University, is greatly appreciated.

Notes

∗∗ Correlation is significant at the .01 level.