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Purpose The function of this paper is to contribute to international tourism market segmentation analysis by proposing a comprehensive framework that examines behavioral, advantages and life-style segmentations. The moderating roles of geographic segmentation and advertising media varieties are also mentioned. Design/methodology/approach Tourists volunteered to participate in a self-administered survey at random during peak seasons. Findings Results from a pattern of 919 tourists present that vacationers in the benefit segmentation cluster had intentions to revisit the vacation spot however they have been unlikely to advocate it to others. Another discovering signifies that marketing campaigns on totally different advertising media sorts might need completely different outcomes when concentrating on different actions.

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