Segmenting the 'visiting friends and relatives' travel market to a large urban destination: The Case of Nizhni Novgorod, Russia

•Investigates the VFR market for a large urban destination in Russia.•Segmentation variables: place of residence, accommodation type, VFR type.•Analysis based on three stages of travel: pre-trip, on-site, and post-travel.•Residence and accommodation type distinguish between VFR tourists the most.•Marketing implications for the DMO are discussed.

This study examines the heterogeneity of the 'visiting friends and relatives' (VFR) travel market with respect to a large urban destination in Russia, including trip planning, travel concerns, on-site destination experience, and post-travel behavior variables. Specifically, the study investigates whether place of residence, accommodation type, and VFR type can serve as segmentation bases for the city's destination management organization. It was found that place of residence and accommodation type best discriminate among VFR tourists. Marketing implications for improving destination experience and communications with tourist segments are discussed.