Market Segmentation by Motivation: The Case of Switzerland

Thomas Bieger · Christian Laesser

261 citations0/0 files storedJournal of Travel Research

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Diverse Aspects of Tourism Research Recreation, Leisure, Wilderness Management Consumer Behavior and Market Dynamics

Abstract

This study describes the segmentation of mature travel markets, as exemplified by Switzerland. Based on an extensive and representative travel survey covering 2,000 households and more than 11,000 trips, a situational, motivation-based travel market segmentation is proposed. The clustering of motivations proves to be a valuable means to segment markets. The results reveal a diminishing role of sociodemographic segment descriptors. It is more the (anticipated) travel profile and the attraction of a certain destination that determines Swiss travel behavior.

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References

1979Motivations for pleasure vacation 1973Marketing Management: Analysis, Planning and Control 1993Tourism, Technology and Competitive Strategies 2012Marketing in Travel and Tourism 1995Travel Motivations of Japanese Overseas Travelers: A Factor-Cluster Segmentation Approach 1998Market Segmentation of an International Cultural-Historical Event in Italy 1989Segmentation Of The Senior Pleasure Travel Market 1995Product bundles and market segments based on travel motivations: a canonical correlation approach

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