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Family Traveler Segmentation by Vacation Decision-Making Patterns

Colorado State University, skk1413{at}hotmail.com

Cathy H.C. Hsu

The Hong Kong Polytechnic University, hmhsu{at}polyu.edu.hk

Kara Wolfe

North Dakota State University, kara.wolfe{at}nodak.edu

The purposes of this study were to extend the scope of family vacation decision-making re- search by profiling various family vacation segments based on decision-making patterns, and to provide a systematic evaluation of the segments based on their profitability (i.e., expenditure per travel party and per person), accessibility (i.e., the degree to which a segment can be effectively contacted and served), and reachability (i.e., the extent to which a segment can be attracted by products/services offered). A total of 297 travelers, who visited one of the three Travel Information Centers (TIC) on the borders of Kansas and who considered themselves traveling as a family unit, participated in the study. Results of the study generated three market segments, including intergenerational (ITG) travelers, business- mixed-with-pleasure (BMP) travelers, and visiting friends and relatives (VFR) travelers. Based on the evaluation criteria, the VFR segment was identified as the most viable market for Kansas to pursue.

Key Words: family decision making • market segmentation • target market selection • VFR

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