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Market segmentation by motivation: The case of Switzerland

abstract This contribution is about the segmentation of mature travel markets, as exemplified by Switzerland. Based on an extensive and representative travel survey covering 2,000 households and more than 11,000 trips, a situational, motivation-based travel market segmentation is proposed. The clustering of motivations proves to be a valuable means to segment markets. The results reveal a diminishing role of socio-demographic segment descriptors. It is more the (anticipated) travel profile and the attraction of a certain destination which determines Swiss travel behavior.
   
type journal paper
   
keywords Market segmentation, motivation, Swiss travel market
   
project Travel Market Switzerland
language English
kind of paper journal article
date of appearance 31-5-2002
journal Journal of Travel Research
publisher Sage
volume of journal 41
number of issue 1
page(s) 68-77
review double-blind review
   
citation Bieger, T., & Laesser, C. (2002). Market segmentation by motivation: The case of Switzerland. Journal of Travel Research, 41(1), 68-77.