The relative utility of sociodemographics, psychographic scales and benefit scales for segmenting pleasure vacation travel markets

Abstract

This study examined the utility of sociodemographics, psychographic scales, and benefit scales for segmenting pleasure vacation travel markets. This study was undertaken because relevant travel and tourism literature has paid little attention to the segmentation of vacation travel markets using sociodemographics, psychographic scales, and benefit scales as a multi-criteria approach. Vacationers were examined in reference to the following: (1) Light, medium, and heavy vacationers; (2) Non, light, and heavy guided tour vacationers; (3) Non, light, and heavy international vacationers; (4) Non and light special purpose international vacationers. The study identified twelve underlying psychographic dimensions specific to pleasure vacations. An analysis of the benefit items suggested six underlying benefit dimensions specific to pleasure vacations...