Juho Pesonen
Head of Research (eTourism) at the Centre for Tourism Studies in University of Eastern Finland Business School. Driving digital tourism forward. Interested in market research, rural tourism and technology in travel and tourism.
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Papers by Juho Pesonen
This research analyses heterogeneous data from three different Swiss destinations towards assessing the impact of marketing and eMarketing campaigns on destination performance. Although marketing and eMarketing have an impact on conversion to overnight stays, this impact differs among examined destinations. Therefore, destinations should approach marketing dynamically by designing, running and testing agile campaigns in collaboration with internal and external stakeholders to continuously fine-tune their efforts dynamically towards a maximization performance.
maaseutumatkailijoiden segmentointia asiakasarvon eri komponenttien kautta. Segmentoinnin lähtökohtana oli selvittää asiakkaiden odotuksia maaseutulomaa kohtaan ja muodostaa näiden odotusten perusteella segmentit. Hankkeen ensimmäisessä vaiheessa löydettiin neljä maaseutumatkailijasegmenttiä matkustusmotivaatioiden perusteella: Perhematkailijat, Hyvinvointimatkailijat, Sosiaaliset matkailijat ja Kotiseutumatkailijat. Hankkeen toisessa vaiheessa keskityttiin
validoimaan ensimmäisen vaiheen tulokset ja vertailemaan etenkin segmenttien tiedonetsintätapoja, jotta mahdollistetaan tehokas markkinointi jokaiselle segmentille. Tässä raportissa kootaan yhteen koko tutkimushankkeen tulokset ja esitetään keskeisimmät johtopäätökset maaseutumatkailun kehittämisen kannalta.
to group people into homogenous clusters that differ from each
other significantly. According to a literature review of earlier
segmentation studies, there is a possibility that response style effects can influence segmentation results. In this study, empirical data is used to examine how response style effects affect cluster formation in a single country context using k-means cluster analysis. Results show that especially when using cluster analysis, response style effects should be closely examined as the results can be drastically different.
regarded as an important source of revenue for many rural areas and a field where information on data-driven market segmentation is practically non-existent. This dissertation consists of four papers, all discussing the topic of market segmentation
in tourism. The theoretical basis of this study lies within the discipline of marketing and relies on the assumption that markets are heterogeneous, and that through market research it is possible for businesses to diversify their offerings to suit the needs and wants of specific segments in a way that creates value both for the customer as well as the company. Market segmentation is one of the cornerstones of marketing the management paradigm and its usefulness has been demonstrated repeatedly both in the academic literature and by practitioners. This study adapts a postpositivistic research paradigm to study the possibilities for improving market segmentation theory and methodology. By means of a literature review and two surveys of Finnish rural tourism websites data is collected on the impact of ICTs on market segmentation in tourism as well as the needs and wants of Finnish rural tourists. This study provides evidence that the academic market segmentation literature does indeed identify segments that also exist in practice, thus bridging the gap between academic and practice, and contributes to the way market segmentation is conducted in travel and tourism.
Design/methodology/approach – All segmentation articles published in Journal of Travel Research, Tourism Management and Journal of Travel & Tourism Marketing since the year 2000 are reviewed by examining how ICTs have affected them. Content analysis is used to categorize the connection between ICTs and segmentation to seven categories.
Findings – Only three papers focusing on both ICT and segmentation were found among the 188 segmentation-related studies reviewed. Altogether 58 market segmentation studies found were affected by ICTs but in most cases the effects are very limited.
Research limitations/implications – Only three tourism journals were reviewed making it possible that some studies connected to the topic are not examined in this review.
Practical implications – This study provides practitioners with a review of central findings regarding ICT use in market segmentation process published in recent academic literature.
Originality/value – This is the first study to review how ICTs have affected market segmentation in tourism. It provides a review of central papers discussing the topic and directions for future research. Overall, this research highlights the lack of research on the topic, as well as its importance for the future of tourism marketing.
This research analyses heterogeneous data from three different Swiss destinations towards assessing the impact of marketing and eMarketing campaigns on destination performance. Although marketing and eMarketing have an impact on conversion to overnight stays, this impact differs among examined destinations. Therefore, destinations should approach marketing dynamically by designing, running and testing agile campaigns in collaboration with internal and external stakeholders to continuously fine-tune their efforts dynamically towards a maximization performance.
maaseutumatkailijoiden segmentointia asiakasarvon eri komponenttien kautta. Segmentoinnin lähtökohtana oli selvittää asiakkaiden odotuksia maaseutulomaa kohtaan ja muodostaa näiden odotusten perusteella segmentit. Hankkeen ensimmäisessä vaiheessa löydettiin neljä maaseutumatkailijasegmenttiä matkustusmotivaatioiden perusteella: Perhematkailijat, Hyvinvointimatkailijat, Sosiaaliset matkailijat ja Kotiseutumatkailijat. Hankkeen toisessa vaiheessa keskityttiin
validoimaan ensimmäisen vaiheen tulokset ja vertailemaan etenkin segmenttien tiedonetsintätapoja, jotta mahdollistetaan tehokas markkinointi jokaiselle segmentille. Tässä raportissa kootaan yhteen koko tutkimushankkeen tulokset ja esitetään keskeisimmät johtopäätökset maaseutumatkailun kehittämisen kannalta.
to group people into homogenous clusters that differ from each
other significantly. According to a literature review of earlier
segmentation studies, there is a possibility that response style effects can influence segmentation results. In this study, empirical data is used to examine how response style effects affect cluster formation in a single country context using k-means cluster analysis. Results show that especially when using cluster analysis, response style effects should be closely examined as the results can be drastically different.
regarded as an important source of revenue for many rural areas and a field where information on data-driven market segmentation is practically non-existent. This dissertation consists of four papers, all discussing the topic of market segmentation
in tourism. The theoretical basis of this study lies within the discipline of marketing and relies on the assumption that markets are heterogeneous, and that through market research it is possible for businesses to diversify their offerings to suit the needs and wants of specific segments in a way that creates value both for the customer as well as the company. Market segmentation is one of the cornerstones of marketing the management paradigm and its usefulness has been demonstrated repeatedly both in the academic literature and by practitioners. This study adapts a postpositivistic research paradigm to study the possibilities for improving market segmentation theory and methodology. By means of a literature review and two surveys of Finnish rural tourism websites data is collected on the impact of ICTs on market segmentation in tourism as well as the needs and wants of Finnish rural tourists. This study provides evidence that the academic market segmentation literature does indeed identify segments that also exist in practice, thus bridging the gap between academic and practice, and contributes to the way market segmentation is conducted in travel and tourism.
Design/methodology/approach – All segmentation articles published in Journal of Travel Research, Tourism Management and Journal of Travel & Tourism Marketing since the year 2000 are reviewed by examining how ICTs have affected them. Content analysis is used to categorize the connection between ICTs and segmentation to seven categories.
Findings – Only three papers focusing on both ICT and segmentation were found among the 188 segmentation-related studies reviewed. Altogether 58 market segmentation studies found were affected by ICTs but in most cases the effects are very limited.
Research limitations/implications – Only three tourism journals were reviewed making it possible that some studies connected to the topic are not examined in this review.
Practical implications – This study provides practitioners with a review of central findings regarding ICT use in market segmentation process published in recent academic literature.
Originality/value – This is the first study to review how ICTs have affected market segmentation in tourism. It provides a review of central papers discussing the topic and directions for future research. Overall, this research highlights the lack of research on the topic, as well as its importance for the future of tourism marketing.