Purpose

The purpose of this paper is to contribute to international tourism market segmentation research by proposing a comprehensive framework that examines behavioral, benefits and lifestyle segmentations. The moderating roles of geographic segmentation (nationality) and advertising media types are also discussed.

Design/methodology/approach

Tourists volunteered to participate in a self-administered survey at random during peak seasons. Total number of collected questionnaires was 966. The authors used WarpPLS 6.0 software to analyze data.

Findings

Results from a sample of 919 tourists show that tourists in the benefit segmentation cluster had intentions to revisit the destination but they were unlikely to recommend it to others. Another finding indicates that marketing campaigns on different advertising media types might have different results when targeting different activities.

Originality/value

Leaning on the foundations of the marketing literature and the market segmentation theory, this research attempts to create a theoretical contribution that can be used to segment international tourists based on their travel motivations. Additionally, this study highlights the power of conditional probability approach, as it could be of more value than the predominant path coefficient approach.

中文翻译：

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国际旅游营销细分策略的理解：广告媒体类型和国籍的调节作用

目的

本文的目的是通过提出一个检查行为、利益和生活方式细分的综合框架，为国际旅游市场细分研究做出贡献。还讨论了地理分割（国籍）和广告媒体类型的调节作用。

设计/方法/方法

旅游旺季时，游客自愿参加随机自填调查。共收集问卷966份。作者使用WarpPLS 6.0软件进行数据分析。

发现

来自 919 名游客样本的结果表明，利益细分集群中的游客有重游目的地的意图，但他们不太可能向其他人推荐该目的地。另一项发现表明，针对不同活动的不同广告媒体类型的营销活动可能会产生不同的结果。

原创性/价值

本研究以营销文献和市场细分理论为基础，试图创造一种理论贡献，可用于根据国际游客的旅行动机对其进行细分。此外，本研究强调了条件概率方法的力量，因为它可能比主要路径系数方法更有价值。