Segmenting Leisure Travelers by Risk Reduction Strategies

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12 Citations (Scopus)

Abstract

This study is an initial attempt in using risk reduction strategies as the basis for segmenting leisure travelers. Results of the study generated insights into the nature of consumer markets and created three segments of travelers who adopted risk reduction strategies in different ways. The three leisure travelers' segments include: socially reliant risk reducers, self-initiated risk reducers, and unconcerned about risk reduction. Travel behaviors and sociodemographics of the three segments were also compared.
Original languageEnglish
Pages (from-to)828-839
Number of pages12
JournalJournal of Travel and Tourism Marketing
Volume28
Issue number8
DOIs
Publication statusPublished - 1 Nov 2011

Keywords

  • Hong Kong
  • leisure travel
  • Risk reduction strategies
  • segmentation

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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