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Segmenting Travel Markets with the International Tourism Role (ITR) Scale

Mark E. Havitz

Dennis R. Howard

Although many attempts have been made to segment travel markets, few studies have used conceptually-based, standardized instrumentation. This study illustrates how the International Tourism Role (ITR) scale by Mo, Howard, and Havitz (1993), developed using the conceptual framework of Cohen's (1972) tourist role typology, can be used to segment international tourist markets. Cluster analysis of ITR factor scores indicated the 461 respon dents could be classified into four distinct clusters. The clusters were confirmed by selected sociodemographic and behavioral trip characteristic variables. The composition of the clusters partially supported Cohen's classification scheme, but also revealed nuances result ingfrom the ITR scale's multidimensional interpretation of novelty in international tourism. Although results cannot be generalized beyond the study population, this study shows the potential for segmenting international travel markets with the ITR scale.

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