Segmenting the USA. Non-travel market
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 surpr...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2011 |
| País: | España |
| Institución: | Universidad de Huelva (UHU) |
| Repositorio: | Arias Montano. Repositorio Institucional de la Universidad de Huelva |
| Idioma: | inglés |
| OAI Identifier: | oai:ariasmontano.uhu.es:10272/5444 |
| Acceso en línea: | http://hdl.handle.net/10272/5444 |
| Access Level: | acceso abierto |
| Palabra clave: | Non-travel Travel motivations Segmentation analysis Ethnicity |
| Sumario: | 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 |
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