Published Paper Details:

Market segmentation is essential for comprehending the varied requirements, tastes, and actions of visitors in the Indian tourism sector. This research empirically investigates the role of market segmentation in the decision-making process of visitors, specifically analysing demographic, psychographic, behavioural, and geographic factors. The report utilizes survey data to conduct a thorough analysis and defines specific market groups within the Indian tourism sector. These segments include leisure tourists, business travellers, adventure enthusiasts, cultural explorers, and wellness seekers. The study also examines the many factors that impact the decision-making process of visitors, including their personal preferences, perceived value, social influences, and marketing strategies. The results emphasize the significance of customized marketing tactics, product advancement, destination administration, and cooperation among industry participants to successfully allure and serve various market groups. The study's insights contribute to the advancement of knowledge in the field of tourism studies by giving a detailed understanding of market dynamics and delivering practical implications for industry practice and policy development.