A Benefit-based Segmentation of a Nonresident Summer Travel Market

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 characteris tics, 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 develop ment of objective and quantifiable means of evaluating market segments is stressed.