A Benefit Segmentation of Rail-Tail Users: Implications for Marketing by Local Communities

Authors

  • Mihaela Bichis-Lupas
  • R. Neil Moisey

Keywords:

Benefit segmentation, market segmentation, nature-based tourism, greenways, rail trails.

Abstract

The purpose of this study was to divide rail-trail users into
market segments according to benefits sought and to profile the target
markets to be used by local tourism developers and promoters for
marketing purposes. An on-site survey of adult users of the Katy Trail was
conducted at the Rocheport, MO trailhead. Five main benefits were
received from the visit to the Katy Trail; they were named: Escapism,
Exploration, Nature Appreciation, Company, and Fitness and Health. The
Katy Trail user market was divided into four benefit segments: Fitness
Seekers, Typical Outdoorsmen, Group Naturalists, and Enthusiasts. The
benefit segments differed significantly in users’ age, gender, education,
geographic distribution, and trail activities such as appreciating nature,
viewing wildlife, and picnicking. Taking into account the significant
differences among the benefit segments, the Group Naturalists and the
Enthusiasts were selected as target markets based on the criteria of
profitability, accessibility and reachability. Marketing strategies were suggested
for each segment. Benefit segmentation was found to be a useful
means of delineating and targeting Katy Trail users. The results of this
study provide useful information for marketing the Katy Trail by public
agencies (such as Missouri Division of Tourism, Katy Central, Columbia
CVB, or Friends of Rocheport) or private businesses.

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Published

2001-07-18

Issue

Vol. 19 No. 3 (2001): Special Issue–Trails and Greenways: Opportunities for Planners, Managers, and Scholars​

Section

Regular Papers

License

Sagamore Publishing LLC (hereinafter the “Copyright Owner”)

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