Identifying whale-watching tourist differences to maximize return on investment

To maximize return on investment, tourism stakeholders should target tourists who yield the highest dividends. Extending research that focused on understanding environmental concerns at the expense of economic return expected at the destination, this study drew on a range of segmentation bases to ensure a holistic tourist view was gained. A total of 727 whale-watching tourists were segmented, and four valid segments were identified. A fifth targeting criterion (sustainability) was proposed to extend Kotler's ((1988) Marketing Management: Analysis, Planning, Implementation, and Control. Englewood Cliffs: Prentice Hall.) targeting criteria. Although all segments were interested in whale watching and conserving the natural environment, the wealthy domestic family segment was the largest and most reachable group. These tourists also had the highest income and they were highly educated, suggesting a focus on this segment will optimize return on investment while conserving the natural environment.