The importance of religious tourism segmentation for tourism destination management: the case of the island of S. Miguel, Azores
by Carlos M. Santos; Vitor Ambrósio; Antónia Correia; Rita Peres
World Review of Entrepreneurship, Management and Sustainable Development (WREMSD), Vol. 9, No. 2, 2013

Abstract: The number of tourists visiting tourism destinations during religious festivities have been steadily increasing over the years. They are very important for destinations managers' officers (DMOs) in many places developing aggressive marketing and management strategies targeting religious festivities. Therefore, for destination management purposes it is important to identify the different characteristics of the different types of tourists that attend these festivities and the appropriate marketing strategies used to attract them more efficiently. This paper analyses the segmentation of tourists that attend the Ecce Homo religious festivities (EHF) in the island of S. Miguel, Azores. The island of S. Miguel is one of the nine islands of the Azores, an emergent tourism destination in Portugal. The research findings have some policy implications, particularly those related to the tourists' loyalty, the maximisation of tourism spending in the destination, the decrease in seasonality and the implementation of the right marketing strategies.

Online publication date: Thu, 30-Jan-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the World Review of Entrepreneurship, Management and Sustainable Development (WREMSD):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com