Short communication, Note
https://doi.org/10.20867/thm.31.2.11
Research note: Market segmentation and supply-side drivers: Some theoretical considerations in the context of religious tourism
Dejan Iliev
; PhD, Full Professor Faculty of Natural Sciences and Mathematics, Ss. Cyril and Methodius University, Skopje, North Macedonia, Institute of Geography
Abstract
Purpose – The purpose of this research note is to add to the literature some new theoretical
knowledge and to advance the conceptualisation of religious tourism by evaluating both the
supply-side drivers and the demand-side expressed through market segmentation.
Methodology/Design/Approach – This research note is not based on empirical research but on
theoretical argumentation. The research note uses a narrative review approach and summarises
the academic literature related to market segmentation and supply drivers in religious tourism.
The main methods used in this research are analysis, comparison, reflection and synthesis.
Findings – First, the findings advance the conceptualisation of religious tourism by expanding the
debate on supply and demand. Second, the findings indicate that the religious tourism market is
not stagnant, but growing and new micro-niches are emerging. Third, this research note attempted
to build a conceptual framework within which to locate the supply of religious tourism based on
market segmentation. Fourth, the debate on market segmentation in religious tourism can be an
impetus for suppliers to develop strategies for segmentation, targeting and positioning.
Originality of the research – To the author’s knowledge, this is the first literature review
research that simultaneously investigates market segmentation and supply drivers in religious
tourism and provides a different perspective.
Keywords
religious tourism; market segments; supply-side drivers; micro-niches
Hrčak ID:
332545
URI
Publication date:
5.5.2025.
Visits: 198 *