Personality and motivation matter in touring holidays: A preliminary investigation into heterogeneity among touring travelers
Touring travelers represent a significant market in Australia and are expected to play an even larger role in the future. Yet, to date, they are viewed and treated like one large homogeneous market. The aim of the present study was to question this assumption and investigate whether distinct segm...
| Main Authors: | , , |
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| Format: | Journal Article |
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Cognizant Communication Corporation
2011
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| Online Access: | http://hdl.handle.net/20.500.11937/62367 |
| _version_ | 1848760837070651392 |
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| author | Gountas, J. Dolnicar, S. Gountas, Sandra |
| author_facet | Gountas, J. Dolnicar, S. Gountas, Sandra |
| author_sort | Gountas, J. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Touring travelers represent a significant market in Australia and are expected to play an even larger role in the future. Yet, to date, they are viewed and treated like one large homogeneous market. The aim of the present study was to question this assumption and investigate whether distinct segments exist among touring travelers. Results, based on an empirical study of 430 Australian travelers, indicate that at least two distinct segments can be constructed which differ in travel motivations, sociodemographics, and personality characteristics. These findings can be used to segment and harvest the market of tourist travelers through the development of targeted products and marketing messages. |
| first_indexed | 2025-11-14T10:22:07Z |
| format | Journal Article |
| id | curtin-20.500.11937-62367 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:22:07Z |
| publishDate | 2011 |
| publisher | Cognizant Communication Corporation |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-623672018-03-29T09:09:13Z Personality and motivation matter in touring holidays: A preliminary investigation into heterogeneity among touring travelers Gountas, J. Dolnicar, S. Gountas, Sandra Motivation Touring Segmentation Independent travel Touring travelers represent a significant market in Australia and are expected to play an even larger role in the future. Yet, to date, they are viewed and treated like one large homogeneous market. The aim of the present study was to question this assumption and investigate whether distinct segments exist among touring travelers. Results, based on an empirical study of 430 Australian travelers, indicate that at least two distinct segments can be constructed which differ in travel motivations, sociodemographics, and personality characteristics. These findings can be used to segment and harvest the market of tourist travelers through the development of targeted products and marketing messages. 2011 Journal Article http://hdl.handle.net/20.500.11937/62367 10.3727/108354211X13110944387248 Cognizant Communication Corporation restricted |
| spellingShingle | Motivation Touring Segmentation Independent travel Gountas, J. Dolnicar, S. Gountas, Sandra Personality and motivation matter in touring holidays: A preliminary investigation into heterogeneity among touring travelers |
| title | Personality and motivation matter in touring holidays: A preliminary investigation into heterogeneity among touring travelers |
| title_full | Personality and motivation matter in touring holidays: A preliminary investigation into heterogeneity among touring travelers |
| title_fullStr | Personality and motivation matter in touring holidays: A preliminary investigation into heterogeneity among touring travelers |
| title_full_unstemmed | Personality and motivation matter in touring holidays: A preliminary investigation into heterogeneity among touring travelers |
| title_short | Personality and motivation matter in touring holidays: A preliminary investigation into heterogeneity among touring travelers |
| title_sort | personality and motivation matter in touring holidays: a preliminary investigation into heterogeneity among touring travelers |
| topic | Motivation Touring Segmentation Independent travel |
| url | http://hdl.handle.net/20.500.11937/62367 |