Travelers’ use of social media: A clustering approach

Research regarding the use of social media among travelers has mainly focused on its impact on travelers’ travel planning process and there is consensus that travel decisions are highly influenced by social media. Yet, little attention has been paid to the differences among travelers regarding their use of social media for travel purposes. Based on the use of travel social media, cluster analysis was employed to identify different segments among travelers. Furthermore, the study profiles the clusters based on demographic and other travel related characteristics. The findings of this study are important to online marketers to better understand traveler’s use of social media and their characteristics, in order to adapt online marketing strategies according to the profile of each segment.     

Hong Kong Residents' Adoption of Risk Reduction Strategies in Leisure Travel

For decades risk has been identified as a major concern for traveling. Although some recent studies focused on studying consumers' perceived travel risks, only a few prior studies literally discussed consumers' risk reduction strategies in the context of travel-related services. To fill this gap, this study aims to investigate the travel-related risk reduction strategies that Hong Kong residents adopt to strengthen their confidence during leisure travel. This study also explores if travelers of different travel-related and sociodemographic characteristics adopt different risk reduction strategies. Among different risk reduction strategies—“purchase travel insurance,” “bring extra cash,” and “search for latest information about the destination”—are the ones which Hong Kong residents are likely to adopt when they travel for leisure. Results revealed that travel-related and sociodemographic characteristics influenced travelers' likelihood to risk reduction strategies differently. Specifically, travel experience of travelers, age, and household income displayed significant differences in the likelihood of adopting most of the risk reduction strategies.     

The repeat travel market for Taiwan: A multi-stage segmentation approach

Despite the importance of market segmentation, the growth of the travel and tourism industry in Taiwan, and the repeat travel phenomenon in tourism, relatively few studies have examined the behavior of repeat travelers in the East Asia region. The present study was designed to fill this gap. This exploratory study applied multistage segmentation in the context of repeat travel behavior to Taiwan. It examined the socio-demographic profile, trip characteristics and expenditures of Taiwan inbound repeat travelers. The results indicated that nationality, income, type of travel arrangements and information search behavior significantly affected repeat travel behavior. In terms of travel expenditures, males spent significantly more than females. Those travelers between 40 and 60 years old tended to spend the most when they visited Taiwan compared to other groups. Chinese travelers were most likely to have traveled to Taiwan more than once among all nationalities compared in this study. Those from Korea and Japan spent the most money among all nationality groups. This study provided several significant implications for the marketers of tourism in Taiwan.     

Understanding US Traveler Behavior to Asian Countries: A Secondary Analysis Approach

Over the last few decades, US travelers have taken an increasing number of trips to Asian countries. Considering the strong growth of the Asian tourism market and the consistent growth in numbers of US travelers to Asian countries, an examination of these travelers to identify meaningful market segments can benefit Asian destination marketers in developing better marketing strategies. This study aims to conduct a distinctive analysis for segmenting the US travelers to Asia market through empirical examination. The study data set, obtained from a Travel Activity and Motivation Survey, identified three lucrative segments: ProTravelers, Safety Conscious Travelers and Traditionalists. The study presents the distinctive characteristics of the three segments and discusses managerial recommendations.     

VACATION LIFESTYLE AND TRAVEL BEHAVIORS

In marketing research, tourism scholars have often developed a variety of scales and integrated them into segmentation studies. Since vacation lifestyle variables, which could be utilized as a base for marketing research, have not received much attention from market researchers, this article attempts to further purify the extant scale and use Taiwanese travelers as a case study. The study survey was conducted of 443 tourists staying at least one night at the Ken‐Ting National Park in Taiwan from April to May, 2002. This study collected 420 useful samples. Three groups of users merged from the cluster analysis: (a) Family Oriented Travelers, (b) Social Oriented Travelers, and (c) Stylish Travelers. The study shows that the differences in trip characteristics are the frequencies of domestic travel, the frequencies of international travel, the hotel preferences, and the average expenditure on accommodations. The variations in demographic characteristics relate to age, family life cycle, education, and household income. This study on vacation lifestyle subsequently renders a new assessment tool to tourism professionals in Taiwan to grasp the lifestyle profile of their customers and develop strategies to entice the travel market.     

Lifestyle Segmentation of Spa Users: A Study of Inbound Travelers to Hong Kong

Based on the increasing popularity of the wellness/spa trend and the growing numbers of inbound tourists to Hong Kong, it is crucial for spa industry experts to understand the ever-changing desires of consumers. The study aims to identify the lifestyle dimensions of international spa visitors to Hong Kong and to profile each segment based on their sociodemographic and travel characteristics. The study adopts a quantitative approach to segmenting international spa visitors in Hong Kong by lifestyle. The results of the lifestyle segmentation revealed five clusters of spa visitors. The segments are “health conscious and intellectual”, “average”, “family focused”, “pleasure oriented”, and “carefree”. It is found that the majority of travelers who visit spas in Hong Kong are health conscious and intellectual. In general, visitors prefer day spas, to visit with their partner or friends, and to enjoy body massage treatments.     

Using Lifestyle Analysis to Develop Lodging Packages for Staycation Travelers: An Exploratory Study

When the U.S. economy experienced a downturn in 2008, an alternative to travel known as a “staycation” became popular. This study investigated the lifestyle profiles of staycation travelers by using Activities, Interests, and Opinions statements to segment staycation travelers. Because the largest percentage of staycations is taken by the Millennial generation, students at a university in northeastern Ohio were surveyed. An exploratory factor analysis revealed six factors followed by a cluster analysis, which revealed four clusters. Travel packages that hotels could create to market to members of the four clusters were created. Limitations and future research are discussed.     

Understanding Student Travel Behavior: A Segmentation Analysis of British University Students

Although the youth and student travel market has often been referred to as a lucrative niche market, there is still relatively little known about the decision-making processes and holiday behaviors of its members. The primary aim of this paper is to segment and profile British student travelers based on their motivational and behavioral characteristics. The study analyzes variations in the motivations and holiday activities of university student holidaymakers and thus contributes to a better understanding of the typologies of modern student travelers. A self-administered survey was collected from 412 students and a two-step cluster analysis was performed. The results suggest the existence of four distinct clusters: the sun-seekers, the sightseers, the in-betweeners, and the clubbers. Age and gender were, among other variables, shown to be statistically significant in shaping the tourist behavior of young people.     

Activity Based Segmentation on Pleasure Travel Market of Hong Kong Private Housing Residents

Abstract

If selection of activity types like outdoor sports, entertainment and sightseeing by the travelling public is better understood, more efficient marketing planning strategies can be developed to suit target markets, attract new target markets or increase customer volume in off-peak periods. In the present study, activity based segmentation was used to identify four groups of Hong Kong private housing travellers. They were ‘Sightseeing,’ ‘Outdoor Sports,’ ‘Entertainment and Outdoor Activities,’ and ‘Friends/Relatives Visiting.’ Statistically significant differences among activity-based clusters were found in socio-economic, demographic and trip related variables. Results showed that activity segmentation was a viable approach and that implications existed for packaging and programming, training programmes and promotional materials when targeting the pleasure travel market of Hong Kong.     

The Image of Taiwan as a Travel Destination: Perspectives from Mainland China

This study presents the perceived and projected image of Taiwan as a travel destination from perspectives from Mainland China. The perceived image of Taiwan was examined by interviewing 28 Mainland Chinese; the projected image of Taiwan was investigated by analyzing articles in China's most popular travel magazines. The different types of images of Taiwan among visitors, nonvisitors, and travel magazines were compared. The projected image changed notably after the opening of Taiwan's tourism to travelers from Mainland China. The results of this study could help destination marketing organizations to assess their marketing strategies for the Mainland Chinese travel market.     

The Situational Influence of Travel Group Composition

Abstract

A substantial amount of statistics and articles in travel magazines indicated that family vacation travel is one of the major worldwide trends. However, very limited empirical research has been dedicated to this special market segment. This study examined Japanese family travelers to Taiwan by comparing and contrasting them with other travel companionship groups including traveling with friends and traveling alone. The importance of travel group composition segmentation was explained and conceptualized through the understanding of the value of social groups from sociology perspective. The results indicated that Japanese family travelers exhibited unique characteristics when traveling. Family travelers tended to be more motivated by learning oriented themes and participated enthusiastically in activities that facilitated experiential learning as well as total physical relaxation. The “traveling with friends” and “traveling solo” segments tended to be seeking more of activities that had strong entertaining and socializing undertones. The traveling solo group appeared to be the most evasive or the least understood in what their needs and preferences were. Marketing implications were discussed.     

What services do Muslim tourists want? Uncovering nonlinear relationships and unobserved heterogeneity

Halal tourism is a dynamic emerging market segment that is growing at a notable pace. Understanding the Muslim travelers' needs, interests and behaviors is a key priority for professionals. Therefore, the goals of this study are twofold: first, to examine the linear and nonlinear effects of Islamic physical and nonphysical hotel attributes on Muslim guests' visit intention and willingness to pay extra, and second, to employ an advanced segmentation method for revealing different types of Muslim travelers. Data were randomly collected from 559 Muslim in the United Arab Emirates. The study adopted the finite mixtures partial least squares technique to investigate the question of unobserved heterogeneity among Muslim travelers. The study results reveal important linear and nonlinear relationships and three new Muslim segments. The segment-specific findings offer distinctive insights for managers, policy makers and decision makers in developing long-term strategies for tapping into the Muslim travel market.     

International Travelers from Taiwan

Abstract

Taiwanese outbound travel market has been continuously growing but little in-depth research has investigated this market. This study uses discriminant analysis to examine Taiwanese outbound travelers whose travel philosophy is strongly oriented toward inclusive package vacations versus those who are not through their sociodemographics, travel characteristics, and benefits pursued variables. The results indicate that philosophy is a useful way to separate groups and that Taiwanese inclusive-package travelers tended to be female, older, with lower incomes, and less well educated. They usually seek a ‘Show and Tell,’ ‘Cost,’ and ‘Environment and Scenery’ benefits, spend more money on trips, and travel in larger groups. These findings can assist travel and tourism related organizations in developing packages and marketing strategies.     

Information technology usage,motivation, and intention: a case of Chinese urban senior outbound travelers in the Yangtze River Delta region

Chinese outbound travel is thriving, with seniors taking an increasing market share. However, although outbound travel in general has been researched quite well, little is known specifically about the outbound travel behavior of Chinese seniors, or the effects of information technology (IT) on their vacation patterns. This study is an initial and exploratory attempt to understand the relation between IT usage and tourism behavior (travel motivation, travel intention, and sociodemographics) of Chinese senior outbound travelers. The results reveal four segments of IT usage, each with significantly different traveler profiles in terms of sociodemographics, travel motivation, and travel intention.     

Exploring asymmetric effects of attribute performance on customer satisfaction in the hotel industry

Understanding the asymmetric effects of attribute performance (AP) on customer satisfaction (CS) is important for the managers in the hotel industry. Although several studies concerning this issue have been conducted, the varies of asymmetric effects across different market segments have not been revealed. To this end, this study aims to explore the asymmetric effects of AP on CS with respect to different market segments, including different types of hotels, different types of travelers and travelers from different regions. Four theories, i.e., expectation-disconfirmation paradigm, three-factor theory of CS, customer delight theory and prospect theory, are adopted to explain the formation of CS from the perspective of different market segments. The penalty–reward contrast analysis (PRCA) and asymmetric impact-performance analysis (AIPA) are used to analyze 1,547,869 user-generated ratings collected form TripAdvisor posted by the travelers from 140 countries concerning 9,596 hotels from 75 capital cities around the world. The results suggest that the asymmetric effects of AP on CS may vary across different market segments, including different types of hotels, different types of travelers and travelers from different regions. In addition, the priorities of hotel attributes for each type of hotel with respect to different types of travelers and travelers from different regions are also analyzed by AIPA. The obtained results will be valuable for researchers to conduct further studies and hotel managers to formulate improvement strategies.     

The Influence of Novelty-Seeking and Risk-Perception Behavior on Holiday Decisions and Food Preferences

This research examines how novelty-seeking and risk-taking characteristics influence holiday dining preferences and travel style. International Tourist Role Scale and the Food Activity Preferences scale (FAP) were applied in combination with visual imagery to simulate different cultural food settings and restaurant situations. Three distinct market segments were identified. The three clusters included: familiarity-seeking generalists, organized comfort-seekers, and explorers. The findings highlight the differences across the clusters with respect to their demographic profile, travel style, risk-taking, and food preference decisions. The findings suggest that if Australian tourism management wishes to stay competitive and attract the growing Chinese inbound market, they should take both novelty-seeking and risk-taking into account when planning their marketing strategies.     

Japanese female travelers ‐ a unique outbound market

The rapid growth of Japanese female travelers underscores the importance of understanding the market. Focusing on the differences between the Japanese female and male travelers on their travel attitudes, motivations, trip‐related attributes, and socio‐demographic characteristics, this paper provides empirical evidence that gender is a viable characteristic that can used in marketing activities targeted at the Japanese market. The study findings indicate that the female and male segments of Japanese outbound travelers are significantly differentiated in fifteen out of twenty‐two factors of travel attitudes and motivations. The two segments also differ in a number of trip attributes and socio‐demographic characteristics. Therefore, Japanese female travelers constitute a unique outbound market.     

Segmenting tourists using sustainable values: a cluster analysis of Tanzanian inbound tourism

ABSTRACT

This study aimed at examining different segments of visitors to Tanzania with respect to their values around sustainability. Using a self-administered questionnaire, 286 cases were analyzed through a combination of non-hierarchical and hierarchical cluster analyses. The results indicated three clusters of visitors, each with different sustainable values. A follow-up analysis using ANOVA and Chi-square indicates the three clusters are significantly different in their sustainable values, their travel motives, and their demographics. These results provide insights for both public and private organizations on how to market and manage different destination elements to visitors in a sustainable manner.     

Far East Asia tourist market segmentation by push attributes

The purpose of this study is to segment the Far East Asia tourist market by using push attributes and to delineate related implications. Literature regarding these related studies and market segmentation processes was reviewed. This study utilized push attribute data collected from those people who would most likely travel to the Far East Asia in the early part of the twenty‐first century. A factor‐cluster approach was employed to find and explore the market characteristics. Seven factors and six clusters were extracted from the data analyses. Cluster scores were significantly different by destination, by country of origin, and by themselves. Clusters have unique characteristics in terms of push attributes. Thus, there is a need to cater each cluster by considering the market preferences separately. Further research is recommended to further the understanding of the Far East Asian tourist market.     

Communication Channels to Segment Pleasure Travelers

Communication channels as a segmentation base provide a way to understand what kind of information sources travelers use, and whether potential travelers in different groups vary in terms of socio-demographics, travel characteristics, media habits, and psycho-graphic behavior. Using cluster analysis, four groups of communications channels are identified for United Kingdom long haul pleasure travelers: word-of-mouth, brochures/pamphlets, travels agents, and combination packages. Results show that this segmentation is viable and that implications exist for promotional strategies, distribution channels, and market positioning.