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Benefit segmentation of potential wellbeing tourists
Juho Pesonen, Tommi Laukkanen and Raija Komppula Journal of Vacation Marketing 2011 17: 303 DOI: 10.1177/1356766711423322 The online version of this article can be found at: http://jvm.sagepub.com/content/17/4/303

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Journal of Vacation Marketing 17(4) 303–314 ª The Author(s) 2011 Reprints and permission: sagepub.co.uk/journalsPermissions.nav DOI: 10.1177/1356766711423322 jvm.sagepub.com

Benefit segmentation of potential wellbeing tourists
Juho Pesonen, Tommi Laukkanen and Raija Komppula
University of Eastern Finland, Finland

Abstract The purpose of this study is to segment tourists according to the benefits they seek from a tourism destination. These segments are examined in order to find attractive segments for local wellbeing products. Segmentation in the context of wellbeing and wellness provides companies information on what kind of tourists are most interested in buying wellbeing products and contributes to the existing segmentation theory by using data driven segmentation in a situation where traditionally commonsense segmentation is used. The literature surrounding benefit segmentation in tourism is reviewed in order to find the benefits tourists might think of as important. The results of K-means

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