Segmentation of the senior travel market by the means of travel motivations
Journal
Journal of Vacation Marketing
ISSN
1356-7667
ISSN-Digital
1479-1870
Type
journal article
Date Issued
2009-10-01
Author(s)
Abstract
The article reports on the segmentation of Swiss senior travellers on the basis of their travel motivation. Switzerland is considered a mature market which is why this country serves as a role model for future travel behaviour. In contrast to previous studies, which identified up to six clusters, the results reveal that in the case analysed there are three clusters. Two of them partially represent a life cycle concept: TIME HONOURED BON VIVANTS (phase 1; towards the end of a professional life), and GRIZZLED EXPLORERS (phase 2; from the start of a retired life). These two segments are complemented by RETRO TRAVELLERS, which incorporate many characteristics of the previous two but differentiate themselves in terms of education as well as professional positions.
Language
English
Keywords
segmentation - senior travel market - travel motivation
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Sage
Publisher place
London
Volume
15
Number
4
Start page
311
End page
322
Pages
12
Subject(s)
Division(s)
Eprints ID
59671