“…The GGA market is comprised of females travelling with only their female friends and families, usually in small parties of between two and four (Khoo-Lattimore and Prayag 2017). This market also include same-sex group travel that has gained momentum recently (Burns 2014) In this study, we use the well-established push and pull framework (Dann 1977;Klenosky 2002;Prayag and Hosany 2014, Sirakaya, Uysal, and Yoshioka 2003,Tkaczynski, Rundle-Thiele, and Beaumont 2010 to identify segments within the GGA market by employing a relatively new clustering algorithm-Fuzzy C-Medoids clustering for fuzzy data (FCM-FD). FCM-FD overcomes both the persisting concern regarding the generation of random solutions in segmentation studies (Dolnicar 2002) and the growing criticism on the ability of rating scales to accurately capture the original opinion of respondents (Coppi and D'Urso 2002, D'Urso et al 2015, Hung and Yang 2005.…”