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Segmentation of the Swiss travel market by holiday activities

Segmentation of the Swiss travel market by holiday activities This study attempts to segment the Swiss travel market based on holiday activities. It is based on data of the 2001 travel market in Switzerland. Cluster and discriminant analysis have been employed in order to segment the data and to explain the differences between the clusters. Hereby, five activityclusters could be defined, each representing a set of holiday activities most likely to be exercised. The analysis of the five clusters revealed that two demographic profile variables occupation and size of household did explain the affiliation to a certain cluster. The same could be found for the following travel profile variables destination and duration of the trip, total number of participants from a household and type of trip. Further research will be necessary to find out if the clusters identified really do fulfil the needed criteria for market segments in order to be used by companies in the travel industry. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Review Emerald Publishing

Segmentation of the Swiss travel market by holiday activities

Tourism Review , Volume 57 (4): 12 – Apr 1, 2002

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1660-5373
DOI
10.1108/eb058393
Publisher site
See Article on Publisher Site

Abstract

This study attempts to segment the Swiss travel market based on holiday activities. It is based on data of the 2001 travel market in Switzerland. Cluster and discriminant analysis have been employed in order to segment the data and to explain the differences between the clusters. Hereby, five activityclusters could be defined, each representing a set of holiday activities most likely to be exercised. The analysis of the five clusters revealed that two demographic profile variables occupation and size of household did explain the affiliation to a certain cluster. The same could be found for the following travel profile variables destination and duration of the trip, total number of participants from a household and type of trip. Further research will be necessary to find out if the clusters identified really do fulfil the needed criteria for market segments in order to be used by companies in the travel industry.

Journal

Tourism ReviewEmerald Publishing

Published: Apr 1, 2002

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