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Travel decision pattern segmentation of pleasure travel

Department of Operations Management and Business Statistics, Cleveland State University, Ohio

Joseph T. O'Leary

Department of Forestry and Natural Resources, Purdue University, West Lafayette, Indiana

Alastair M. Morrison

Department of Restaurant, Hotel, Institutional, and Tourism Management, Purdue University, West Lafayette, Indiana

Dalen Chiang

Department of Operations Management and Business Statistics, Cleveland State University, 212 Euclid Avenue, Cleveland, Ohio 44115, USA

The purpose of this research is to identify the different types of travel decisiorr patterns iii the japanese travel market. In contrast to previous studies, a multi-stage segmentation base (travel philosophy — travel benefit sought - travel product preference) ivas used to identify six decision groups of Japanese travellers. The results showed that travel decision pattern segmentation is a viable segmentation approach. Implications of the findings are discussed for this important area.

Key Words: pleasure travel • market segmentation • decision pa ttern • Japan

Journal of Vacation Marketing, Vol. 3, No. 4, 287-302 (1997)
DOI: 10.1177/135676679700300402


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