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Journal of Travel Research, Vol. 32, No. 3,
8-21 (1994)
DOI: 10.1177/004728759403200303
© 1994 SAGE Publications
Segmenting the U.S. Travel Market According to Benefits Realized
Stowe Shoemaker
This research studied the differences between what consumers say they want and what they will actually buy. A segmentation study was conducted based on the benefits derived from travel using a sampling methodology that was not destination-specific. The sampling methodology employed also allows for the findings to be generalizable to the U.S. traveling public. Four market segments are identified — three that are big enough to war rant different marketing strategies — and discussed in detail. Where appropriate, they are compared to the segments identified by previous researchers.
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