Original scientific paper
https://doi.org/10.20867/thm.31.3.5
Segmenting tourism companies with relational and technological bases
Maria Fuentes-Blasco
orcid.org/0000-0002-7082-7068
; , Full Professor Pablo de Olavide University Faculty of Business, Business Management and Marketing Department, Spain
Beatriz Moliner-Velázquez
; Associate Professor University of Valencia Economy Faculty, Marketing and Market Research Department, Spain
Irene Gil-Saura
; University of Valencia Economy Faculty, Marketing and Market Research Department, Spain
*
Gloria Berenguer-Contrí
; Full Professor University of Valencia Economy Faculty, Marketing and Market Research Department, Spain
* Corresponding author.
Abstract
Purpose – The objective of this study is to achieve a travel agencies segmentation based on both
relational (trust, commitment, satisfaction, and loyalty) and technological (advancement and
use of Information and Communication Technologies) criteria that improve the understanding
of their strategic behaviours.
Methodology/Design/Approach – The segmentation methodology uses a tandem approach:
correspondence and hierarchical cluster analysis. From a sample of 256 travel agencies, four
segments have been identified. Relational criteria have made it possible to segment only the
retail agency market, while technological criteria have been shown to be more capable of
segmenting the wholesale agency market.
Findings – Perceptions of trust, commitment, switching costs, satisfaction and loyalty towards the
main supplier -relational variables-, as well as the ICT advancement and use in the relationship show
a high discriminatory power that allows the identification of four significant different segments.
The first segment (“High relational & ICT orientation”) comprises retailer travel agencies with
small size, -mainly outbound tourist operators- with an important local presence. The second group
shows the lowest levels of relational and technological variables, and it includes the largest agencies
with international and national markets. The third segment is clearly technology-oriented, but not
relational, and it is associated with international scope of activity and whose main customers are
companies. Finally, the fourth group -mainly local tour operators- shows low levels of technological
orientation, which may be due to the short duration of the relationship with their supplier.
Originality of the research – The results allow for a better understanding of the travel agencies
groups that are clearly differentiated in their relationship and use of ICT with their main
providers. From the customer’s perspective, the segmentation obtained allows for a more
appropriate selection of their suppliers, and from the service provider’s perspective, a deeper
understanding of the homogeneous segments according to the characteristics of the relationship.
Keywords
Segmentation; Business-to-Business; Satisfaction; Loyalty; Information and Communication Technologies; Tourism
Hrčak ID:
334787
URI
Publication date:
29.8.2025.
Visits: 195 *