Abstract
This paper aims to study non-travelers in order to try to understand why they are absent from tourism and what the causes are for their decision. Our research showed that the study of postmodern causes apart from classic ones holds unique potential in the research of sustainable tourism processes as well. The results of cross-tabulation and correspondence analysis show that postmodern and classic causes are tightly connected to lifestyle, which represents the central theme of the current study based on the results of a Hungarian representative online survey. A certain limitation is that our research is based on the case of Hungary; however, the introduced methodology can be used in general for identifying and evaluating non-travelers. As research implications, the authors believe that the methodology and results can be used by the actors of the tourism supply market and by decision makers as well, especially for segmenting purposes. If we understand who the non-tourists or non-travelers are, we can, on the one hand, determine the latent tourism potential of a tourism destination; on the other hand, we can also receive information on specific market segments, which could contribute to sustainable tourism mostly because of the postmodern causes for non-traveling.
Highlights
Market research is primarily interested in the consumers of a particular market and analyzing their consuming behavior and decision-making criteria
When surveying the international literature of this domain, we have found, except for the general theory of tourism [18,19,20,21], a lack of studies about non-tourism or non-travel analyzing the topic from a general, motivation-based perspective [22,23]; there are a limited number of works related to the analysis of micro-perspectives on destination level [24,25,26]
We hired a research agency, which conducted a face-to-face survey that was representative for the Hungarian population aged 16 to 74 in terms of gender, age group, and location of residence (Appendix A). (It was agreed to exclude sampling bias.) Hungary was chosen as a case study for practical reasons, but as a less developed country, its society consists of people who follow various lifestyles where modern and traditional values appear
Summary
Market research is primarily interested in the consumers of a particular market and analyzing their consuming behavior and decision-making criteria. Advocates make a stand arguing that getting to know non-purchasers has as much potential as is gained by more traditional analysis of the market, such as by coaxing consumers of the competition or by encouraging more intensive consumption [8]. Non-purchase is discussed partly as specific cases of demand [10] and partly when investigating situations that require, for social (counter marketing) and corporate (demarketing) reasons, steps to cut back demand [11]. The most detailed documentation is concerned with reducing the demand for goods and services deemed socially harmful, especially by encouraging non-purchase (smoking, drugs, obesity) and by exploring marketing effects [12,13,14]
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