Abstract:
On the basis of this pilot study, we can definitely say that attitude segmentation exist in this market. We can indeed locate and delineate segments of travellers who share a particular orientation towards travel and who differ from other segments in their travel attitudes and behaviour and demographic characteristics. However, because this is a pilot study, we must emphasise from the outset that any specific findings related are tentative and illustrative only, rather than definitive or final. In this paper, we report how we did and give you some idea of what travel segments might look like. The basis of this pilot feasibility research consisted of hour-long personal interviews with 300 people who had been to Europe on pleasure trips in the last three years and a matched sample of 200 people who had never been to Europe (with half the latter planning to go in the next three years and half not planning to go.)
This could also be of interest:
Research Papers
Segmenting the U.S. market for pleasure travel to Europe
Catalogue: Seminar 1988: Travel And Tourism Research
Author: Edward Berrol
Company: Ogilvy
May 4, 1988
Research Papers
An evaluation study of joint EC/ETC advertising to American prospects for pleasure travel to Europe
Catalogue: Seminar 1991: Travel And Tourism Transition
Author: Edward Berrol
Company: Ogilvy
June 15, 1991
Research Papers
Travel experience segmentation as a predictor of holiday behaviour
Catalogue: Seminar 1977: Travel And Tourism
Author: Hanspeter Schmidhauser
 
June 15, 1977
