Segmentation by Travel Related Risks: An Integrated Approach

ABSTRACT

This study took an integrated approach toward traveler risk segmentation by including psychological and behavioral variables together in the one study. This is an important first step to develop interventions targeting risk segments. A total of 864 respondents were surveyed in an Australian airport departure lounge. The results showed travel behavior and risk reduction strategies as the most significant model predictors. Three segments were identified including a higher-risk segment was found to comprise mostly older, visiting friends and relatives (VFR) travelers on repeat visits. Implications for developing more effective communication interventions are provided and future research directions are proposed.

KEYWORDS:

• Risk perceptions
• risk reduction strategies
• segmentation
• two step clustering
• Australia

Acknowledgments

The authors would like to acknowledge Dr Bernadette Watson for her assistance and guidance throughout the project. We also acknowledge Dr Jie Wang for her assistance with the collection of data associated with this paper.

Additional information

Notes on contributors

Brent W. Ritchie

Brent W. Ritchie is Professor, UQ Business School, The University of Queensland, QLD 4072, Australia (E-mail: [email protected]).

P. Monica Chien

P. Monica Chien is Lecturer, UQ Business School, The University of Queensland, QLD 4072, Australia (E-mail: [email protected]).

Mona Sharifpour

At the time of writing this paper, Mona Sharifpour was a Lecturer at UQ Business School, The University of Queensland, QLD 4072, Australia (E-mail: [email protected]). She is currently an independent Analytics Consultant, Melbourne, VIC 3000, Australia (E-mail: [email protected]).