Abstract (150 Words)
This study delineates the benefits sought by US pleasure travellers to Hawaii by using a factor- cluster market segmentation technique. Based on four benefit factors (knowledge/learning; relaxation; family/social bonding; and pleasure experience), cluster analysis was used to identify similar respondents based on the benefits that they sought. This study identified three distinct segments: active travellers, relaxation seekers, and traditional tourists. The following variables were shown to be statistically significant among the three segments: age; gender; education; occupation; marital status; ethnicity; household size; information sources; Web site visit behaviour; destination selection factors; appealing states; travel frequency to Hawaii; and activities enjoyed. The study discusses the distinctive and common characteristics of the three identified segments.
Benefit Segmentation of US Pleasure Travellers to Hawaii
This study delineates the benefits sought by US pleasure travellers to Hawaii by using a factor- cluster market segmentation technique. Based on four benefit factors (knowledge/learning; relaxation; family/social bonding; and pleasure experience), cluster analysis was used to identify similar respondents based on the benefits that they sought. This study identified three distinct segments: active travellers, relaxation seekers, and traditional tourists. The following variables were shown to be statistically significant among the three segments: age; gender; education; occupation; marital status; ethnicity; household size; information sources; Web site visit behaviour; destination selection factors; appealing states; travel frequency to Hawaii; and activities enjoyed. The study discusses the distinctive and common characteristics of the three identified segments.
