Tourism Market Segmentation of Kish Free Zone: A New Approach to Brand Concept Map

Torkestani,, Mohammad Saleh; Bakhshizadeh Borj, Kobra; Jahedi, Pedram

doi:10.22054/tms.2019.10601

Tourism Market Segmentation of Kish Free Zone: A New Approach to Brand Concept Map

Document Type : Research Paper

Authors

Mohammad Saleh Torkestani, ¹

Kobra Bakhshizadeh Borj ¹

Pedram Jahedi ²

¹ Assistant Professor of Business Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran

² Ph.D. Student of Business Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran

https://doi.org/10.22054/tms.2019.10601

Abstract

The success of tourism destinations depends on a proper understanding of the brand image of individuals, but individuals have different mental images which are potentially the basis for segmentation in the tourism market. The present study is primarily an attempt to develop a brand concept map method that is done by refining it with an inventive algorithm, so the research is developmental in terms of purpose. Secondly, to apply the refined Brand Concept Map method in practice this method is used for the tourism brand of Kish Free Zone. The statistical population of the study is people in Tehran city in two groups of people who have visited and those who haven’t visited the Kish Free Zone. The available sampling method is used. The four-step of extraction, segmentation, mapping, and interpretation of mental maps will ultimately lead to the identification of seven segments for the Kish Free Zone Tourism Market. According to the results, there are four categories of luxury tourists, price-sensitive tourists, non-loyal tourists, and Eco-tourists among people who have visited Kish and there are three categories of shoppers, entertainers, and immigrant among people who haven’t visited Kish

Keywords

Tourism Market

Segmentation

Brand Concept Map

Kish Free Zone

Mohammadzadeh, P., Panahi, H., And Samzadzadeh, S. (2018). Factors Influencing the Destination Image from the Viewpoint of Domestic Tourists. Tourism Management Studies. 41, 83-107.

Mansouri Moayed, F., and Soleimani, S. (2012). Marketing Tools and Tourist Mental Image of the Destination. Tourism Management Studies. 18, 93-110.

e Tourism Market. According to the results, there are four categories of luxury tourists, price-sensitive tourists, non-loyal tourists, and Eco-tourists among people who have visited Kish and there are three categories of shoppers, entertainers, and immigrant among people who haven’t visited Kish