Demographic Segmentation in the Travel Market: A CHAID Analysis of Traveler Profiles and Trip Attributes Among Indian Prospective Visitors

Abstract

Demographics are central to market segmentation, as underscored in consumer behavior research. This study examines the associations between demographic factors and traveler preferences of trip attributes using 919 online surveys of prospective Indian travelers sampled conveniently but purposefully using specific filtering questions at the beginning of the questionnaire. Utilizing CHAID analysis, the study evaluates the correspondence between age, gender, marital status, income, and educational attainment with trip attributes such as outbound vs. domestic travel, accommodation type, transportation mode, travel companions, and trip duration. Distinctly, choices of travel companions correlate with education, age, marital status, and gender. Trip type, duration, accommodation, and transport have ties to specific combinations of income, education, and age. The study emphasizes the potential for leveraging these insights for precise demographic- based market segmentation in the travel sector.