Year 9 Majorca - The Impact of Tourism

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English Title: Balearic islands tourism: a case study in demographic segmentation.
Foreign Title:
Author: Juaneda, C.; Sastre, F.
Source: Tourism Management, 1999, Vol.20, No.4, pp.549-552, 9 ref.
Abstract: Segmentation strategy has become increasingly important for successful marketing planning in the tourism industry. This paper examines the different behavior of two different groups of travellers visiting Majorca and the effects of these on the tourism policy of the Island. This effect is validated by reference to data collected by the survey conducted in 1995 for the Economics Department of the University of the Balearic Islands (n=1136). It is concluded that marketing efforts in a mature destination such as Majorca should target the different groups' (characterised by age and country of origin) particular interests and expectations.