The economic value portfolio matrix: A target market selection tool for destination marketing organizations

The main goal of the study was to propose a practical evaluation tool for destination marketers to evaluate travel market segments in terms of the expected economic return on each identified segment. An Economic Value Portfolio Matrix based on the Stay-Spend Index (SSI) and market share was developed. French travelers to Canada were segmented based on benefits sought. Benefit segmentation has been extensively used in travel research in the past 20 years and has helped us better understand the dynamic global tourism market. The results showed that the Economic Value Portfolio Matrix approach may be a useful quantifiable and objective evaluation tool for destination marketing organizations and that benefits sought clearly differentiated the French long-haul pleasure travel market.