Personality and Motivation Matter in Touring Holidays: A Preliminary Investigation Into Heterogeneity Among Touring Travelers

Authors: Gountas, John; Dolnicar, Sara; Gountas, Sandra

Source: Tourism Analysis, Volume 16, Number 3, 2011 , pp. 329-342(14)

Publisher: Cognizant Communication Corporation

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Abstract:

Touring travelers represent a significant market in Australia and are expected to play an even larger role in the future. Yet, to date, they are viewed and treated like one large homogeneous market. The aim of the present study was to question this assumption and investigate whether distinct segments exist among touring travelers. Results, based on an empirical study of 430 Australian travelers, indicate that at least two distinct segments can be constructed which differ in travel motivations, sociodemographics, and personality characteristics. These findings can be used to segment and harvest the market of tourist travelers through the development of targeted products and marketing messages.

Keywords: TOURING; MOTIVATION; SEGMENTATION; INDEPENDENT TRAVEL

Document Type: Research article

DOI: http://dx.doi.org/10.3727/108354211X13110944387248

Publication date: 2011-10-01

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The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.