Identifying resort tourism market segments based on visitor demographics: A study

This paper reports the findings of a study conducted in Goa, India, with the objective of segmenting resort visitors based on demographics. Four distinguishable segments are identified: relaxing regulars, tasters, honeymooners and exploring novices. Noticeably, these segments also provide vital insights into resort tourist motivation. Differences among the segments are identified and recommendations for resort marketing are provided.