Segmentation of senior motorcoach travelers

Cathy Hui-chun Hsu, Eun Joo Lee

Research output: Journal article publicationJournal articleAcademic researchpeer-review

43 Citations (Scopus)

Abstract

This study was designed to identify distinct segments within the senior motorcoach traveler market. Data were collected from 817 motorcoach travelers aged 55 and older. A questionnaire containing 55 motorcoach tour selection attributes was used. Market segments were derived from factor and cluster analyses and verified by PC plots and discriminant analysis. Respondents were succesfully divided into three groups based on motorcoach tour selection attributes. The dependents, sociables, and independents represented 51%, 19%, and 30% of the respondents, respectively. Thirteen tour selection attributes were identified as the discriminating characteristics among groups. The three market segments also had significantly different age, retirement status, education, and income. Appropriate marketing strategies were recommended for tour operators to target each segment effectively.
Original languageEnglish
Pages (from-to)364-373
Number of pages10
JournalJournal of Travel Research
Volume40
Issue number4
DOIs
Publication statusPublished - 1 Jan 2002

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management

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