Segmenting the VFR market by means of travel motivation and destination influence - Insights from international visitors to Australia
ISBN
7980646469980
Type
conference paper
Date Issued
2007-02-11
Author(s)
Editor(s)
McDonnell, Ian
Abstract
This paper is about segmenting international visit friends and relatives (VFR) travel-lers on the basis of their motivations to travel to Australia. For this task, complementary reasons and influences of visitors, whose prime reason to visit Australia was to visit friends and rela-tives, were segmented according to a two step cluster procedure.
The results reveal that there are three groups. Members of clusters 1 and 3 tend to be visitors, whereas the ones of cluster 2 can rather be called travellers. In particular, cluster 1 comprises of middle aged South East Asian visitors, who often combine their visiting of friends and relatives with business, preferably staying in hotels and with their friends and relatives. In contrast, cluster 2 comprises of young aged Europeans, who clearly com-bine their visiting of F&R with holidays, preferably staying in a variety of accommodation, including their friends and relatives. Finally, cluster 3 incorporates cases where persons surveyed have hardly indicated any additional reasons and influences why they would come to Australia.
The results reveal that there are three groups. Members of clusters 1 and 3 tend to be visitors, whereas the ones of cluster 2 can rather be called travellers. In particular, cluster 1 comprises of middle aged South East Asian visitors, who often combine their visiting of friends and relatives with business, preferably staying in hotels and with their friends and relatives. In contrast, cluster 2 comprises of young aged Europeans, who clearly com-bine their visiting of F&R with holidays, preferably staying in a variety of accommodation, including their friends and relatives. Finally, cluster 3 incorporates cases where persons surveyed have hardly indicated any additional reasons and influences why they would come to Australia.
Language
English
Keywords
Market segmentation
Australia
international tourism
migration
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
CAUTHE 2007: Tourism – Past Achievements, Future Challenges
Publisher
University of Technology
Publisher place
Sydney
Event Title
17th International Research Conference Council for Australian University Tourism and Hospitality Education (CAUTHE) Conference
Event Location
Sydney
Event Date
11.-14.02.2007
Subject(s)
Division(s)
Eprints ID
34018