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Segmentation of Repeat Visitors with the Help of Passive Mobile Positioning

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Tourism Management, Marketing, and Development

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Abstract

Since the 1980s the emphasis of marketing strategies has shifted to long-term relationships (Gummesson, 1999). The increasing number of destination alternatives and thus competition for market share requires also destination managers to think about customer retention and how to encourage customers to keep returning. The study by Wang (2004) revealed that repeat visitors spend more money than first-time visitors. Oppermann (1999) has added that having knowledge of the amount and type of loyal tourists helps to forecast total demand, design infrastructure, and create positioning strategy. Several authors (Buttle, 2004; Oppermann, 2000; Petrick, 2004, etc.) have pointed out that repeat visitation indicates a customer’s positive attitude, which leads to positive word-of-mouth (WoM).

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Authors
  1. Andres Kuusik
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  2. Margus Tiru
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Editor information

Marcello M. Mariani Rodolfo Baggio Dimitrios Buhalis Christian Longhi

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© 2014 Marcello M. Mariani, Rodolfo Baggio, Dimitrios Buhalis, and Christian Longhi

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Kuusik, A., Tiru, M. (2014). Segmentation of Repeat Visitors with the Help of Passive Mobile Positioning. In: Mariani, M.M., Baggio, R., Buhalis, D., Longhi, C. (eds) Tourism Management, Marketing, and Development. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137354358_7

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