Tell Me Who You Think You Are and I Tell You How You Travel : Exploring the Viability of Market Segmentation by Means of Travelers' Stated Personality
Type
conference paper
Date Issued
2011-05-24
Author(s)
Abstract
People travel to different destinations for different reasons. In this study, we investigate the viability of market segmentation by personal traits (based on and exemplified by Jungian MBTI variables) of travellers from Switzerland.
We performed a data-driven a-posteriori segmentation by means of k-means clustering. To identify the segmentation power of personal traits, this analysis was complemented with a multiple discriminant analysis as well as a number of contingency tests to identify differences between the segments.
We identified four clearly delimitable segments. They not only differ in terms of the psychographic traits of the segment members but also in terms of their socio-demographic characteristics as well as travel profiles.
Despite a growing body of work on classical market segmentation, there is still a limited number of works on potentialities of psychographic approaches relating to a traveller's traits and/ or personality as a segmentation basis in tourism.
We performed a data-driven a-posteriori segmentation by means of k-means clustering. To identify the segmentation power of personal traits, this analysis was complemented with a multiple discriminant analysis as well as a number of contingency tests to identify differences between the segments.
We identified four clearly delimitable segments. They not only differ in terms of the psychographic traits of the segment members but also in terms of their socio-demographic characteristics as well as travel profiles.
Despite a growing body of work on classical market segmentation, there is still a limited number of works on potentialities of psychographic approaches relating to a traveller's traits and/ or personality as a segmentation basis in tourism.
Funding(s)
Language
English
Keywords
market segmentation
segmentation criteria
personal traits
self-stated personality
tourism marketing
HSG Classification
contribution to scientific community
Refereed
Yes
Event Title
6th Consumer Psychology in Tourism, Hospitality, and Leisure (CPTHL) Symposium
Event Location
Chiang Mai (Thailand)
Event Date
23.-25.05.2011
Subject(s)
Division(s)
Eprints ID
207412