Segmenting Leisure Travelers by Risk Reduction Strategies

Sau Yee Ada Lo, Chun Hung Roberts Law, Yuk Yim Cheung

Research output: Journal article publicationJournal articleAcademic researchpeer-review

30 Citations (Scopus)


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
Issue number8
Publication statusPublished - 1 Nov 2011


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

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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