Understanding Student Travel Behavior: A Segmentation Analysis of British University Students

ABSTRACT

Although the youth and student travel market has often been referred to as a lucrative niche market, there is still relatively little known about the decision-making processes and holiday behaviors of its members. The primary aim of this paper is to segment and profile British student travelers based on their motivational and behavioral characteristics. The study analyzes variations in the motivations and holiday activities of university student holidaymakers and thus contributes to a better understanding of the typologies of modern student travelers. A self-administered survey was collected from 412 students and a two-step cluster analysis was performed. The results suggest the existence of four distinct clusters: the sun-seekers, the sightseers, the in-betweeners, and the clubbers. Age and gender were, among other variables, shown to be statistically significant in shaping the tourist behavior of young people.

KEYWORDS:

• Cluster analysis
• young people
• students
• motivation
• activities
• gender
• package
• independent tourists

Additional information

Notes on contributors

Kristyna Bicikova

Kristyna Bicikova is a Lecturer at Anglia Ruskin University, Lord Ashcroft International Business School, East Road, Cambridge, CB1 1PT, UK (E-mail: [email protected]).