Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/27652
Title: Using a validation process to develop market segmentation based on travel motivation for major metropolitan areas
Authors: Boo, S
Jones, DL
Keywords: Travel motivation
Market segmentation
Cluster analysis
Discriminant analysis
Issue Date: 2009
Publisher: Routledge Journals, Taylor & Francis Ltd
Source: Journal of travel & tourism marketing, 2009, v. 26, no. 1, p. 60-79 How to cite?
Journal: Journal of Travel & Tourism Marketing 
Abstract: Studies on market segmentation based on travelers' push motivation have been conducted without implementing a statistically validated procedure for establishing the segmented markets. The purpose of this study is to identify validated traveler market segments by examining what travelers' push motivation dimensions are among the heterogeneity of travelers to a major metropolitan area. The six push motivation dimensions were extracted from the 20 motivation items by conducting factor analysis (i.e., Social/Interaction, Excitement/Fun, Relaxation, Sightseeing, Family/Friends, and Sports). Cluster analysis identified the three homogeneous groups of travelers. Subsequent discriminant analysis verified the existence of the three travelers' markets in the metropolitan area. Managerial implications are suggested for the three push motivation-based segments.
URI: http://hdl.handle.net/10397/27652
ISSN: 1054-8408
DOI: 10.1080/10548400802656801
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