Segmenting the USA. Non-travel market

• Autores: Wayne W. Smith, Emily Fralinger, Stephen W. Litvin
• Localización: Enlightening Tourism: a pathmaking journal, ISSN-e 2174-548X, n. 2, 2011, págs. 137-151
• Idioma: inglés
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• Resumen

  • Tourism marketers focus on understanding the many different segments that comprise their visitors. Understanding these segments� motivations for travel is important in order to motivate repeat visitation and to attract like-minded consumers to visit. But how about those who do not travel? This surprisingly large percentage of the population is a lost opportunity for the industry. The research that follows, based upon a very significant USA-based sample of non-travelers, suggests that non-travelers can be effectively segmented and targeted. Understanding these segments will better allow vacation marketers to craft their product and their message, hopefully bringing more travelers to the mix.