Involvement-based segmentation: Implications for travel marketing in Texas

Abstract

Recent marketing research indicates that a new segmentation strategy offers potential for better understanding of tourism travel. In this study the degree to which individuals were ‘involved’ in the travel planning process was used as the basis for segmenting the Texas domestic leisure travel market. The results of the segmentation analysis were then evaluated in terms of size, socioeconomic variables, points of origin and trip characteristics. The analyses indicate that this approach offers substantial potential for developing the Texas travel market.