Segmenting the Vacation Market by Novelty-Seeking Role

Abstract

Segmenting the Alaska vacation market using novelty-seeking roles resulted in both theoretical and managerial insights. The three novelty-motivated segments differed with respect to travel-group characteristics, behaviors, and attitudes. The results indicated that Cohen's tourist role typology, the social group concept, and Clawson and Knetsch'sfive stage model of the travel experience furnish useful constructs for formulating models of tourism behavior. The segmentation model also yielded actionable information for tourism marketers.