Abstract:

Travel research is surely one of the most complex forms of consumer research that faces any company. Identification of a "product class" , brands and types within such a segmented field is a formidable problem. We have been fortunate in having the opportunity in recent months, of conducting a large scale study in the travel field. This paper to a large extent summarises our own experience, but at the same time incorporate s a number of logical extensions of the results we have obtained.