Benefit segmentation of Japanese pleasure travelers to the USA and Canada: selecting target markets based on the profitability and risk of individual market segments.
Benefit segmentation of Japanese pleasure travelers to the USA and Canada: selecting target markets based on the profitability and risk of individual market segments.
复制标题
日本前往美国和加拿大的休闲游客的利益细分：根据各个细分市场的盈利能力和风险选择目标市场。
DOI：
10.1016/s0261-5177(01)00096-6
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发表时间：
2002
影响因子：
12.7
通讯作者：
J. O'Leary
中科院分区：
文献类型：
--
作者：
S. Jang;A. Morrison;J. O'Leary
之前的许多研究都提供了分割旅游市场的替代方法，但很少提供选择目标市场的决策规则。本研究使用因子聚类分析来定义日本出境旅游市场的三个基于利益的细分市场（新奇/自然寻求者、逃避/放松寻求者和家庭/户外活动寻求者）。对这些市场的人口统计和旅行相关特征进行了比较。然后使用四个标准（盈利能力、风险、风险调整盈利指数和相对细分市场规模）来做出最佳目标市场选择的决定。
Many previous research studies have offered alternative approaches to segmenting travel markets, but few have provided any decision rules for selecting target markets. This study used factor-cluster analysis to define three benefit-based segments of the Japanese outbound travel market (novelty/nature seekers, escape/relaxation seekers, and family/outdoor activity seekers). The demographic and trip-related characteristics of these markets were compared. Four criteria were then used (profitability, risk, risk-adjusted profitability index, and relative segment size) to reach a decision on the choice of the optimum target market.