A Benefit-based Segmentation of a Nonresident Summer Travel Market
Loker LE and Perdue RR. 1992. A Benefit-based Segmentation of a Nonresident Summer Travel Market. Journal of Travel Research. 31(1):30-35
ABSTRACT: This study examined the feasibility of segmenting a nonresident tourist market on the basis of vacation benefits sought. Six distinct benefit-based market segments were found using factor and cluster analysis procedures. The resulting segments were compared on the basis of specific dependent variables organized under the following framework: travel party leader characteristics, travel party composition, trip planning and trip characteristics, and post-trip evaluation. Finally, marketing strategy implications were addressed. The following evaluation criteria were used in target market selection: profitability, accessibility, and reachability. Benefit-based market segmentation studies were found to be a viable means of determining vacation market segments. The importance of the development of objective and quantifiable means of evaluating market segments is stressed.
- Type
- Journal Article
- Authors
- Loker, Laurie; Perdue, Richard
- Units
- BLRI
- Keywords
- APHN, Appalachian Highlands Network, BLRI, Blue Ridge Parkway, economics, SER, social science, Southeast Region, tourism, visitor experience