SEGMENTING THE U.S.A. NON-TRAVEL MARKET

  • Wayne W. Smith College of Charleston
  • Emily Fralinger College of Charleston
  • Stephen W. Litvin College of Charleston
DOI: https://doi.org/10.33776/et.v1i2.1022

Keywords:

-travel, travel motivations, segmentation analysis, ethnicity

Supporting Agencies

None

Abstract

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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Author Biographies

Wayne W. Smith, College of Charleston
Assistant Professor, Department of Hospitality and Tourism Management, College of Charleston
Emily Fralinger, College of Charleston
Graduate, Hospitality and Tourism Management, College of Charleston
Stephen W. Litvin, College of Charleston

Professor, Department of Hospitality and Tourism Management, College of Charleston

References

Published
2011-12-21
How to Cite
Smith, W. W., Fralinger, E., & Litvin, S. W. (2011). SEGMENTING THE U.S.A. NON-TRAVEL MARKET. ENLIGHTENING TOURISM. A PATHMAKING JOURNAL, 1(2), 137-151. https://doi.org/10.33776/et.v1i2.1022
Issue
Vol. 1 No. 2 (2011): July-December
Section
RESEARCH PAPERS
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