publication . Other literature type . Article . 2002

Market Segmentation by Motivation: The Case of Switzerland

Thomas Bieger; Christian Laesser;
  • Published: 01 Aug 2002
  • Publisher: SAGE Publications
  • Country: Switzerland
Abstract
This contribution is about the segmentation of mature travel markets, as exemplified by Switzerland. Based on an extensive and representative travel survey covering 2,000 households and more than 11,000 trips, a situational, motivation-based travel market segmentation is proposed. The clustering of motivations proves to be a valuable means to segment markets. The results reveal a diminishing role of socio-demographic segment descriptors. It is more the (anticipated) travel profile and the attraction of a certain destination which determines Swiss travel behavior.
Subjects
free text keywords: Tourism, Leisure and Hospitality Management, Geography, Planning and Development, Transportation, Market segmentation, Travel behavior, Economics, Destinations, Marketing, Situational ethics, Travel survey, Cluster analysis, TRIPS architecture, Segmentation, other research area
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publication . Other literature type . Article . 2002

Market Segmentation by Motivation: The Case of Switzerland

Thomas Bieger; Christian Laesser;