Market segmentation: changes and challenges

Abstract

Market segmentation is the process whereby producers organise their knowledge of current and potential customer groups and select, for particular attention, those whose needs they are best able to supply with their offer. It is the practical expression in business of the theory of consumer orientation. It is arguably the most important of all the practical marketing techniques available to tourism marketers as it is the first step in ensuring that the supply (offer) meets with customers’ needs.