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Fiber, Textile, and Weaving Arts

Iowa State University

2016

Market segmentation

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Full-Text Articles in Art and Design

Profiling And Segmentation Of International Tourists In India, Nripendra Singh, Kathleen A. Krentler, Sunaina Ahuja Nov 2016

Profiling And Segmentation Of International Tourists In India, Nripendra Singh, Kathleen A. Krentler, Sunaina Ahuja

Apparel, Events and Hospitality Management Publications

Understanding visitors and the factors that pull them to visit a destination is imperative for successful branding as visitor characteristics and salient attributes are used to differentiate and position. This study identifies important attributes and segments of international tourists visiting India. Factor and Cluster analyses were used to analyse the data. Factor analysis identified six underlying dimensions while Cluster analysis identified four segments of international tourists across four continents. Profiling of clusters was done through Chi Square analysis leading to identification of target segments. Suggestions for branding and marketing strategies are provided according to the factors and segments identified.