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Market segmentation by reasons and influences to visit a destination: The case of international visitors to Australia
Type
conference paper
Date Issued
2005-07-18
Author(s)
Abstract
This paper is about segmenting international holiday travellers on the basis of their motivations to travel to a certain destination - in this case Australia. For this task, complementary reasons and influences of visitors, whose primal reason to come to Australia was holiday were clustered according to a two step cluster procedure. The results reveal that there are two groups of visitors. Members of cluster 1 (incorporating 62.3 percent) turn out to be comparably older, predominantly coming from Asia, New Zealand, and the US, visiting relatives and staying either at a friend's or relative's home as well as hotels. In contrast, visitors defining cluster 2 (incorporating 37.7 percent of the cases analysed) are comparably younger, they come predominantly from Europe and Japan, they are staying in a variety of types of accommodation, and experiencing a broad panoply of what Australia has to offer, in some cases while working. The results further suggest that (1) immigrants from comparably close markets fuel an increasing demand with regard to interpersonal relations to the home countries (cluster 1); (2) Australia proofs to be an attractive destination especially in long-haul markets with high international travel propensity, such as Europe and Japan (as opposed to the US; cluster 2).
Language
English
Keywords
Market segmentation
Australia
international tourism
migration
HSG Classification
contribution to scientific community
Refereed
Yes
Event Title
th Symposium in Consumer Psychology of Tourism, Hospitality and Leisure
Event Location
Montreal
Event Date
17.-20.07.2005
Subject(s)
Division(s)
Eprints ID
18908