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Abstract

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.

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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.