Travel decision pattern segmentation of pleasure travel

Abstract

The purpose of this research is to identify the different types of travel decisiorr patterns iii the japanese travel market. In contrast to previous studies, a multi-stage segmentation base (travel philosophy — travel benefit sought - travel product preference) ivas used to identify six decision groups of Japanese travellers. The results showed that travel decision pattern segmentation is a viable segmentation approach. Implications of the findings are discussed for this important area.