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Market Segmentation Based on Tourists’ Dining Preferences

Adnan Menderes University, Turkey, atilayuksel{at}hotmail.com

Fisun Yüksel

Sheffield Hallam University, United Kingdom, F.yuksel{at}shu.ac.uk

Managerial benefits of market segmentation have been justified; however, incorporation of this concept into restaurant management philosophy is limited, particularly in tourist resorts. A factor analytic approach undertaken in this article revealed that there were different tourist dining segments, developing their restaurant selection decisions based on different aspects of restaurant services, which requires segment-specific marketing and management strategies. The analysis identified five distinct tourist dining segments that take different sets of elements into account when making their restaurant selection decision. Marketing implications of the study findings are discussed.

Key Words: segmentation • restaurant selection • tourist satisfaction

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