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Original Articles

Using a Validation Process to Develop Market Segmentation Based on Travel Motivation for Major Metropolitan Areas

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Pages 60-79 | Received 11 Sep 2007, Accepted 15 Apr 2008, Published online: 26 Feb 2009
 

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.

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