... Typology Poverty eradication Market segmentation Psychographic segmentation Benefit concert Global causes Music festival attendees Music festivals play a vital role in most countries’ tourism industry, particularly in the event sector. These festivals are associated with specific benefits...

..., and spending patterns. These results confirm the sustainability and profitability of the market segments. Practical implications Segmenting markets for products or services, in any industry, is vital to gain a better understanding of the customer, and to better allocate scarce tourism resources to product...

... region. Understanding consumer motivations and behaviors within this highly competitive Asia‐Pacific environment is important. Market segmentation can enhance such understanding by explaining the needs and wants of prospective customers (Kotler and Armstrong, 2008 ; Dolnicar and Grün, 2008). Therefore...

...Sara Dolnicar Purpose This paper aims to show how researchers can develop learning exercises for training analysts and executives in market segmentation techniques. Design/methodology/approach The empirical example of a tour operator specializing in adventure tourism is used as an illustration...