Benefit Segmentation of Tourists to the Caribbean

Abstract

This research presents segmentation of tourists to the Caribbean and provides input for destination marketers in regard to strategic planning for the region’s tourist offering. Four distinct segments are identified based on the benefits sought and they are profiled with respect to demographics, travel behaviour, expectations about the infrastructure, local environment, services and costs, as well as the visitors’ personalities and interests. This research also presents a summary of segment profiling in the current benefits segmentation literature in tourism.

Keywords: Benefits segmentation, destination marketing, Caribbean

JEL Classification: M31, O54, C42