Benefit segmentation of Japanese pleasure travelers to the USA and Canada: selecting target markets based on the profitability and risk of individual market segments
✍ Scribed by Soo Cheong Jang; Alastair M Morrison; Joseph T O’Leary
- Publisher
- Elsevier Science
- Year
- 2002
- Tongue
- English
- Weight
- 140 KB
- Volume
- 23
- Category
- Article
- ISSN
- 0261-5177
No coin nor oath required. For personal study only.
✦ Synopsis
Many previous research studies have offered alternative approaches to segmenting travel markets, but few have provided any decision rules for selecting target markets. This study used factor-cluster analysis to define three benefit-based segments of the Japanese outbound travel market (novelty/nature seekers, escape/relaxation seekers, and family/outdoor activity seekers). The demographic and trip-related characteristics of these markets were compared. Four criteria were then used (profitability, risk, riskadjusted profitability index, and relative segment size) to reach a decision on the choice of the optimum target market.