C/T/49. Master's Dissertation + Proposal. Segmentation in Tourism

The present dissertation is the segmentation study of the tourists' preferences for ecotourism services. The analysis starts with the comprehensive review of the literature on the importance of segmenting customers for elaboration of effective marketing strategy. Various segmentation approaches, specifically related to ecotourism industry are discussed. Additionally, the paper links the role of segmentation in the development of an emerging tour destination (Kazakhstan). The methodological part puts forward the justification for the use of quantitative approach as well as the basis of the further use of cluster analysis. Through analysis the paper identifies four segments with the profile and required strategy for each of segments.