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Journal of Vacation Marketing, Vol. 9, No. 4, 354-367 (2003)
DOI: 10.1177/135676670300900405
© 2003 SAGE Publications

Understanding the domestic VFR drive market in Florida

Lori Pennington-Gray

Department of Recreation, Parks and Tourism at the University of Florida, penngray{at}hhp.ufl.edu

The visiting friends and relatives (VFR) market in Florida is a substantial portion of the tourism market. Research suggests that much of the VFR market travels by automobile. In the events following 11th September, 2001, Visit Florida identified drive tourism as the primary segment to invest in. This paper uses Moscardo et al.’s1 VFR model to understand better the short-haul domestic VFR drive market. Three segments were identified: travellers whose main purpose was to visit and stay with friends and relatives (AFR), travellers whose main purpose was to visit friends and relatives and stay in commercial accommodation (NAFR) and travellers whose main purpose was not visiting friends and relatives but who stayed with friends and relatives (OAFR). Results suggested that AFRs were the youngest segment and stayed the longest time. NAFRs were the oldest group of the three segments and participated in the smallest number of activities. OAFRs had varying levels of income, stayed almost one week on average, had slightly larger travel party sizes and participated in the greatest number of activities while in the area. Recommendations for marketing to the different VFR segments were suggested and limitations were addressed.

Key Words: visiting friends and relatives • pleasure travel • tourist typology • tourism marketing


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