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The Prevalence of Market Segmentation Research in the Tourism Industry in Africa
African Journal of Hospitality, Tourism and Leisure
Despite the benefits that market segmentation could provide to marketers, it is uncertain to what extend market segmentation research informs decisions about marketing strategy in the tourism industry in Africa. The purpose of this paper is to appraise the incidence of market segmentation research in this context. Market segmentation is used to demarcate a broad market into smaller segments to enable the formulation of marketing strategies based on segment needs. A review of journal articlesdoi:10.46222/ajhtl.19770720.114 fatcat:fdzfkgo5urcgbeidorfdcjqqlq