Segmentation in the tourism Sector: Using Satisfaction Prototypes

Market segmentation in tourism has been a central topic of research during decades. A general classification of segmentation is data-driven versus conceptual segmentation. The aim of our study is twofold. first, to test a conceptual segmentation using a criterion that has been outlined by Richard oliver (1997) to evaluate its applicability to tourism consumption; and second, to assess how a satisfaction model varies among these segments. A survey has been carefully designed to meet the research objectives. The final version of the questionnaire is already finished and we have started to collect data. The model will be estimated performing group analysis with structural equation modelling based on the Partial Least Squares (PLS) algorithm. we expect to find significant differences by segments, so that the relative importance of perceived values for satisfaction varies by segment.