The Prevalence of Market Segmentation Research in the Tourism Industry in Africa

Abstract

Despite the benefits that market segmentation could provide to marketers, it is uncertain to what extend market segmentation research informs decisions about marketing strategy in the tourism industry in Africa. The purpose of this paper is to appraise the incidence of market segmentation research in this context. Market segmentation is used to demarcate a broad market into smaller segments to enable the formulation of marketing strategies based on segment needs. A review of journal articles with market segmentation in the tourism industry in the African context as a focus area is provided. While research in this context is available, recommendations are made about possible market segmentation research focus areas in the tourism industry in an African context.

Keywords

• marketing strategy
• market segmentation
• research
• tourism industry
• african context