Understanding travel expenditure by means of market segmentation

Consolidated tourism destinations should expand their market share by focusing on tourism spending instead of number of travellers. This strategy emphasises satisfying the preferences and needs of tourists more dynamically in terms of their expenditure patterns. The purpose of this paper consists of evaluating the usefulness of an expenditure-based segmentation as a relevant instrument of tourism policy in order to increase the economic benefits from travellers to Andalusia. More specifically, by means of decision trees and linear regression statistical techniques, heavy spenders are identified as well as exploring which variables might be considered as the best predictors of travel expenditure. Finally, the implications of the results are discussed, as they may provide practical guidance for tourism practitioners at similar destinations.     

Marketing the Arts—A Classification of U. K. Theatre Audiences

ABSTRACT

This article presents empirical research findings on the make-up of U.K. theatre audiences. A representative sample was taken of theatre attendees in the Plymouth area of South Devon and cluster analysis applied in an attempt to identify distinct market segments. Three segments were identified, namely: nouveau sophisticats, blue mooners and ageing socialites. Each segment was found to have distinctly different motivations for attending a theatrical production and to be associated with different demographic and psychographic variables. The findings are interpreted in the light of the available literature and a number of recommendations are made in respect of how theatres could use this knowledge to improve the targeting of their promotional campaigns.     

Predicting Student Demand for Online Courses in the College of Business

ABSTRACT

Demographic and behavioral characteristics of students in four undergraduate online business courses were analyzed in order to build profiles of online demand, as well as to determine the market segment(s) being served. The analysis revealed student traits that demonstrate multiple market segments being served by these courses. A predictive model was prepared that incorporates key independent student variables that can forecast student demand for courses and degree programs online.     

Market segmentation

Market segmentation is a crucial marketing strategy. Its aim is to identify and delineate market segments or “sets of buyers” which would then become targets for the company's marketing plans. The advantage to marketing management is that this technique divides total demand into relatively homogeneous segments which are identified by some common characteristics. These characteristics are relevant in explaining and in predicting the response of consumers, in a given segment, to marketing stimuli.

The market can be subdivided by geographic, demographic, psychological, psycho‐graphic or behavioural variables. The advantages and disadvantages of each of these types of segmentation variables are discussed in detail in this paper. Kotier (1984) has identified four requirements that a marketer can use in evaluating the desirability of potential market segments, namely measureability, accessibility, substantiality and actionability. Once a segment has been identified which meets these requirements, it is possible to develop a product or service which meets the unfulfilled needs of this segment. A marketing mix can then be devised to reach the segment identified economically and efficiently. A strategy of market segmentation attempts to regain some of the benefits of the closer association with customers which was the strength of traditional business operations.     

Segmenting the Business Traveler Based on Emotions,Satisfaction, and Behavioral Intention

As travel is part of their work, business travelers are assumed to be focused on carrying out a work‐related task, rather than feeling emotionally stimulated during their trip. Due to this belief, there is limited research on consumer emotions within this segment of the travel market. However, not only is business travel an experience and therefore it involves emotions, but many business trips have a strong leisure component and business travel decision making is often emotionally charged. This paper segments the business travel market based on emotions, satisfaction, and behavioral intention. Using a sample of 400 managers in small‐ and medium‐sized companies, the study demonstrates that the relationship between emotions and satisfaction is not unidirectional as far as business tourism is concerned. For two of the four segments, the valence of emotions translated into an opposite level of satisfaction/intention. The segments were found to differ in personal and trip‐related variables.     

Development and Growth of the Business Class

Abstract

Air travel is forecasted to be a strong growth market for the 90s. An annual growth rate of over 4% is being predicted until the end of the century. Comprising 20% of the seats and 40% of the overall revenues, the business travel segment had assumed an important strategic focus within the airline industry. This study looks at the competitive issues involved in meeting the demands of the business traveler, especially in the light of the changing relationships between those who supply the product, those who distribute, and those who use it. With corporate America along with the rest of the world continuing to do more business, but with less travel, this study looks at some of the changes that the airline industry can implement to lure business travelers back. Finally, a model is proposed, which the airlines can use to adopt to the changing needs of the market.     

Limits to Knowledge Transfer

Abstract

Discussion of the transfer of market-economic principles and practices into the post-command economies of central and eastern Europe is often couched in terms which assert the undoubted inadequacies of the pre-1989 management practices, but which pay insufficient regard to those practices which reflected an adaptive adjustment to the old ways of doing things and which, when carefully examined, testify to the existence of well-developed skills which could be drawn on in developing managers for effective performance in the new market economy. This paper argues that ignorance of these skills leads to misunderstanding of reactions to the change process, and that this misunderstanding may lead to ineffective change interventions. Some suggestions for practice are outlined in the light of different interpretations of the process and consequences of globalisation.     

Relating Television Preference Viewing to Shopping Orientations,Life Styles,and Demographics: The Examination of Perceptual and Preference Dimensions of Television Programming

Abstract

Matching advertising to the appropriate segment is especially critical for television advertising which reaches many diverse segments. This problem has received much attention from researchers over the years. Attempts have been made to develop a television program typology based on the program's most salient feature rather than the dimensions perceived by the audience. However, little research has related preference for these program types to market related variables. The purpose of this study was to determine the perceived dimensions underlying the television programs and the similarity of the programs along the dimensions, and if various program preference groups differ with respect to life styles, shopping orientations, and demographics. The results of this research suggest that consumers prefer distinct sets of programs rather than one specific type. The preference groups were found to differ with respect to life styles and demographics but not shopping orientations.     

Divergence in Variety Seeking: An Exploratory Study Among International Travelers in Asia

ABSTRACT

Variety seeking is a tendency in consumer behavior in which the consumer alternates between different makes of the same item in the quest for diversity. Variety seeking and exploratory behaviors help explain tourists’ consumption behavior and choice-making methods. Some studies have focused on the choice of food, restaurants, theme parks, travel activities, or destinations, but only a few have taken place within an international context. In this study, the influence of variety seeking and exploratory buying on travelers’ consumption behavior within an international context is analyzed. In essence, Asian travelers are compared with Western travelers. Several factors, which help explain divergence in variety seeking, are included in the analysis. The results demonstrate that variety seeking and an exploratory tendency have a significant relationship with travelers’ consumption behavior (for both Asian and Western travelers). In general, customers who have a high tendency for variety seeking are less loyal; however, there is no discernible difference between Asian and Western tourists in this regard.     

中国出境旅游市场现状与趋势判断

中国出境旅游市场的发展规模和国别分布进行概述,同时,从中国出境市场发展的产业外因素和产业内因素两个方面对发展趋势进行了分析和判断,证明加强对中国出境旅游市场的研究是旅游研究工作者的重要时代任务。     

Does the Use of Mobile Phones by Smallholder Maize Farmers Affect Productivity in Ghana?

ABSTRACT

This study evaluates the effects of mobile technology on productivity and the channels of transmission of these effects. Using propensity score matching procedures, the results show that mobile phone ownership and use significantly improves agricultural productivity. Specifically, the mobile phone improves the productivity of user-farmers by at least 261.20 kg/ha per production season. Further, we find that phone ownership and use impacts productivity more than phone use only. The identified channels of effect are extension services, adoption of modern technology and market participation. These results have key policy implications for Ghana and developing economies at large.     

Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet

Sustaining business success hinges upon a firm׳s ability to understand and capitalize on consumer behavior trends. Synthesizing information from a variety of sources, this paper discusses the nature of use of the Internet by American travelers. In general, the adoption of the Internet has reached a level of saturation and some traditional channels such as online travel agencies (OTAs) continue to dominate travel planning. While traditional means of Internet use for travel planning appears to be widespread across all customer segments, higher-order Internet uses (i.e., social media) are now prevalent among some segments, particularly among travelers of Generation Y. Also, there seems to be an important bifurcation in the traveler population in that the traditional online consumers remain unchanged with their pattern of use of online tools while sizable groups are adopting emergent information sources and transaction channels. This article details the particulars of these trends and offers managerial implications and future research directions.     

Market Orientation Among Small to Medium Sized UK Charitable Organisations: Implications for Fund-Raising Performance

ABSTRACT

A mail questionnaire was distributed to a sampling frame of 613 small to medium sized UK charities in an attempt to ascertain the extents of their fund-raising market orientation. Three major dimensions of market orientation were identified: donor orientation, competitor orientation, and 'influence of marketing personnel.' These factors substantially explained respondents' perceptions of their charities' recent fund-raising performances. Organisations scoring high in market orientation appeared on average to have increased their incomes by significantly higher percentages over the previous five-years than charities low on market orientation. Overall, the results suggest that the importance of effective marketing is widely recognised by smaller UK charities.     

Employing a Dichotomous Choice Model to Assess Willingness to Pay (WTP) for Organically Produced Products

Abstract

This study employs a dichotomous choice model to identify the socio-economic characteristics and attitudes that influence consumers' willingness to pay (WTP) a premium for organically produced products (OPP). Considering consumers' growing interest in quality and safety of food, the study attempts to identify consumers level of awareness on OPP, the intention to buy OPP and the WTP a higher price for OPP. Results highlight consumers awareness and intention, revealing useful information for the development of OPP market. The estimated maximum WTP indicates that consumers are willing to pay a substantial extra price to purchase OPP. Finally, WTP seems to be affected by certain consumer attitudes and socio-economic factors.     

Economic Transition

Abstract

Poland has become one of Eastern Europe's biggest success stories as an important emerging market and rapidly growing economy. However, transition from a centrally planned economy to a market economy has proven to be an enormous challenge in regard to the development and growth of small entrepreneurial ventures within the tourism and hospitality industry. The objective of this study is to examine the environment for growth and development of these enterprises after more than a decade of transition. The 2002 survey was conducted to examine various factors, such as: entrepreneurial disposition, entrepreneurial orientation, strategies, organizational factors, and environmental factors. A model of the entrepreneurial environment was used to analyze policy implications that can be used to assist in the growth and development of the tourism and hospitality industry in Poland and in the other countries in the region.     

Segmenting Dissatisfied Restaurant Customers Based on Their Complaining Response Styles

ABSTRACT

This study attempts to segment dissatisfied restaurant customers based on their complaining response styles and to identify socio-demographic variables that discriminate those segments. Findings suggest the presence of two customer clusters with distinct response styles; namely “talkers” and “voicers.” The results indicate that all restaurant customers respond to a dissatisfactory dining experience. Most of them utilize multiple responses to dissatisfaction. Of the demographic variables examined, only dining out frequency and marital status were found to be potent variables.     

Polyethnic market orientation and performance: A fast-moving consumer goods perspective

Abstract

The paper explores the market-oriented behaviour and performance consequences for firms operating in a market characterised by national heterogeneity. Through a case-study design, a posteriori propositions based on interview data from six multinational firms operating in a polyethnic market are developed. Findings indicate a positive relationship between the need for responsiveness and a market's polyethnicity with firms customising elements of their product strategy to ethnic segments or European consumers at large. Moreover, findings indicate that market-oriented firms that customise their product strategies to the cultural idiosyncrasies of the Greek market enjoy the highest market share among foreign consumers. As a result, the paper opens up a discussion on the performance implications of adopting a market-oriented approach in polyethnic markets, which are, increasingly, a feature of our globalised world.     

An Investigation into Potential Moderating Effects of the Relationship Between Actual and Perceived Market Orientation

Abstract

This study examines the gaps between a firm's actual (self-reported) market orientation and the channel partner's perceptions of the firm's market orientation and factors that may moderate that gap. Expected differences between the measures were found, but in an unanticipated direction-perceptions of market orientation received higher ratings than actual market orientation. To gain a fuller understanding of this difference, variables that may moderate the perceptual gap were tested. Communication was found to be an important moderator of this relationship between actual and perceived market orientation.     

A Conjoint Analysis of Quality Wine

Abstract

Weighted least squares approach for conjoint analysis is used to examine buyer preferences towards wines produced in different Spanish regions. Two producer regions are considered, Na-varra and Aragon, and three wine attributes: price, origin and grape vintage year (wine age). In both regions, differences between urban and rural consumers' preferences are tested. Results indicate that the origin of the grapes is the most important attribute for the wine consumer. Rural consumers prefer locally produced wines while Rioja wines are better considered by urban consumers. The price and the age of the wines are secondary attributes in consumer preferences. Finally, some market segments are formed based on individual consumer preferences and some of their sociodemographic characteristics in order to address differentiated marketing strategies to these segments.     

Market Segmentation by Exploring Buyer Lifestyle Dimensions and Ethnocentrism Among Vietnamese Consumers: An Empirical Study

ABSTRACT

Studying consumer lifestyles and ethnocentrism is a unique way of finding out buyer behavior and market segmentation. This paper identifies consumer market segments existing among Vietnamese consumers by using lifestyle patterns and ethnocentrism. Data for the study was collected through personal interviews in two main cities in Vietnam, Ho-Chi Min City and Hanoi, which attract growing urban industrialization and population migration rapidly degrading places. Survey findings indicated that ten lifestyle dimensions among the Vietnamese consumers had an influence on their ethnocentric tendencies and buying behavior. The findings provide some implications to marketers who currently operate in or are planning to enter into the Vietnamese market in the near future.