Table 1 details some of the major considerations involved in segmentation research
studies. Wind argues that managerial objectives should drive the research process, where the basis
for segmentation varies depending on the management issues in question. Developing an enhanced
understanding of managerial marketing objectives requires improved information to evaluate the
motivation and behaviour of both visitors and non-visitors to the region. It also requires an
increased understanding of traveller characteristics with a view to developing marketing strategies
able to influence the travel destination decisions of appropriate target markets. These objectives
need to guide the process of selecting the appropriate basis on which the market may be segmented.