I am no expert on fine photography, but at a price of approx. 235 US Dollars your prints aren't exactly a bargain. This price point must be seen as a good perceived value for your customers. What I can see right now is an elegant website and excellent photography. What I miss is information about the photographer (the "story" behind Oliver Rice and his work) as well as more details about the print / frame quality.
Think of it like Starbucks vs McDonalds. Starbucks coffee costs three times more - but people don't just go there for that black liquid. The "product" is really the entire store, the company, the people (and the coffee).
In terms of segmentation (local biz vs. tourists vs. collectors), there is a simple answer to that: ask them. Yes, as simple as that:
- go out and talk to 5 tourists (that you think might be interested in fine photography; skip the backpackers...),
- ask 5 friends that work in offices and find out what hangs on their walls. Ask them who purchases them and what at what price point etc.
- find out how you can talk to 5 collectors (I have no idea; maybe online forums) and what they consider worthy of acquiring.
The best way to find out who is the right target audience is to try to understand their value perception. In all likelihood, this will be different from your assumptions.