Abstract (150 Words)
This study applied a customer segmentation method based on the cross-tabulation result using the two variables: “previous purchasing experience” of travel packages for an overnight pleasure or vacation trip and “level of interest in” purchasing a travel package when planning a pleasure or vacation trip of one or more nights. The segmentation results indicated that there are four distinct segments of pleasure travellers: “high prospects,” “potentials,” “uninterested customers,” and “unreachable customers.” This study also found that each customer segment had different perceptions of travel packages, positive or negative. In addition, each segment behaved differently when searching information about travel packages. This implies that travel package designers or operators need to know why customers perceive travel packages differently and should attempt for broader appeal with a focus on what customers want and need.
Perceptions of Travel Packages by Customer Segments
This study applied a customer segmentation method based on the cross-tabulation result using the two variables: “previous purchasing experience” of travel packages for an overnight pleasure or vacation trip and “level of interest in” purchasing a travel package when planning a pleasure or vacation trip of one or more nights. The segmentation results indicated that there are four distinct segments of pleasure travellers: “high prospects,” “potentials,” “uninterested customers,” and “unreachable customers.” This study also found that each customer segment had different perceptions of travel packages, positive or negative. In addition, each segment behaved differently when searching information about travel packages. This implies that travel package designers or operators need to know why customers perceive travel packages differently and should attempt for broader appeal with a focus on what customers want and need.
