Data-driven market segmentation by tourists' mobility patterns: A methodological approach

Experienced the era of mass tourism, tourists were never satisfied to visit same destinations in big travel groups, but seek for “something new” by themselves. With the increasing needs of customized products and services, tourist behavior has become more variety which results the limitations of traditional market segmentation ways. This paper suggests a data-driven method of market segmentation using tourists' spatial-temporal mobility patterns. Instead of sociodemographic variables, duration of stay at each destination and flow of tourist distribution are shown to be the two main variables in market segmentation. The proposed method of segmentation can be applied to destination administration and design, on-site movement planning, and marketing campaigns.