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Title: Family traveler segmentation by vacation decision-making patterns
Authors: Kang, SK
Hsu, CH 
Wolfe, K
Keywords: Family decision making
Market segmentation
Target market selection
Issue Date: 2003
Publisher: SAGE Publications
Source: Journal of hospitality and tourism research, 2003, v. 27, no. 4, p. 448-469 How to cite?
Journal: Journal of hospitality and tourism research 
Abstract: The purposes of this study were to extend the scope of family vacation decision-making re- search by profiling various family vacation segments based on decision-making patterns, and to provide a systematic evaluation of the segments based on their profitability (i.e., expenditure per travel party and per person), accessibility (i.e., the degree to which a segment can be effectively contacted and served), and reachability (i.e., the extent to which a segment can be attracted by products/services offered). A total of 297 travelers, who visited one of the three Travel Information Centers (TIC) on the borders of Kansas and who considered themselves traveling as a family unit, participated in the study. Results of the study generated three market segments, including intergenerational (ITG) travelers, business- mixed-with-pleasure (BMP) travelers, and visiting friends and relatives (VFR) travelers. Based on the evaluation criteria, the VFR segment was identified as the most viable market for Kansas to pursue.
ISSN: 1096-3480
EISSN: 1557-7554
DOI: 10.1177/10963480030274005
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