Market Segmentation by Motivation: The Case of Switzerland

Bieger, Thomas; Laesser, Christian

doi:10.1177/004728750204100110

Cited by 197 publications

(74 citation statements)

References 20 publications

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“…Motivation receives a great deal of attention from tourism academics, given its importance in marketing decisions such as segmentation, product development, advertising and positioning (Bieger & Laesser, 2002). Motivation is perhaps best described as 'psychological/biological needs and wants, including integral forces that arouse, direct and integrate a person's behaviour and activity' (Yoon & Uysal, 2005, p. 46).…”

Section: Motivationsmentioning

confidence: 99%

Consumer behaviour in tourism: Concepts, influences and opportunities

Cohen

Prayag

Moital

2013

Current Issues in Tourism

558

333

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Although consumer behaviour (CB) is one of the most researched areas in the field of tourism, few extensive reviews of the body of knowledge in this area exist. This review article examines what we argue are the key concepts, external influences and opportune research contexts in contemporary tourism CB research. Using a narrative review, we examine the CB literature published in three major tourism journals from 2000 to 2012. Of 519 articles identified and reviewed, 191 are included in this article. We examine the development of and scope for future research on nine key concepts, including decision-making, values, motivations, self-concept and personality, expectations, attitudes, perceptions, satisfaction, trust and loyalty. We then examine three important external influences on tourism behaviour, technology, Generation Y and the rise in concern over ethical consumption. Finally, we identify and discuss five research contexts that represent major areas for future scholarship: group and joint decision-making, under-researched segments, cross-cultural issues in emerging markets, emotions and consumer misbehaviour. Our examination of key research gaps is concluded by arguing that the hedonic and affective aspects of CB research in tourism must be brought to bear on the wider CB and marketing literature.Keywords: consumption; travel; behaviour; marketing; research agenda Introduction Consumer behaviour (CB) involves certain decisions, activities, ideas or experiences that satisfy consumer needs and wants (Solomon, 1996). It is 'concerned with all activities directly involved in obtaining, consuming and disposing of products and services, including the decision processes that precede and follow these actions' (Engel, Blackwell, & Miniard, 1995, p. 4). CB remains one of the most researched areas in the marketing and tourism fields, with the terms 'travel behaviour' or 'tourist behaviour' typically used to describe this area of inquiry. Few comprehensive reviews of the literature on CB concepts and models exist in the field of tourism. Exceptions include Moutinho (1993) who reviews the social and psychological influences on individual travel behaviour with the aim of developing a model of tourist behaviour and Dimanche and Havitz (1995) Tourism, 2014 Vol. 17, No. 10, 872 -909, http://dx.doi.org/10.1080/13683500.2013 four concepts (ego-involvement, loyalty and commitment, family decision-making and novelty-seeking) in an attempt to methodologically advance CB in tourism studies.A lack of comprehensive reviews is not only due to the extensive breadth of the topic area itself, but also because travel behaviour is generally considered as a continuous process that includes varied yet inter-correlated stages and concepts that cannot always be analysed separately (Mill & Morrison, 2002). Tourism researchers have reviewed individual concepts (e.g. Riley, Niininen, Szivas, & Willis, 2001, on loyalty), specific influences (e.g. Moutinho, 1993, on social influences on CB), and particular research contexts (e.g. Hong, Lee, L...

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Section: Motivationsmentioning

confidence: 99%

Consumer behaviour in tourism: Concepts, influences and opportunities

Cohen

Prayag

Moital

2013

Current Issues in Tourism

558

333

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“…Therefore, and as claimed for instance by Pearce and Schott (2005), a better understanding is still needed as to how channels and media are used by different types of traveler in different types of travel situation, thus taking a dynamic situational perspective Laesser 2002a, and2000a, b), combining characteristics of travelers with characteristics of trips.…”

Section: Study Contextmentioning

confidence: 99%

Travel Agency Marketing Strategy: Insights from Switzerland

Dolničar

Laesser

2007

Journal of Travel Research

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This paper provides insight into alternative strategies for travel agencies in a matured travel market with a high internet penetration. Discounting arguments that claim that there will be no need for travel agents in future, two possible roles for travel agents can be derived from theory and prior studies in the field: travel agents can survive if they focus on specific specialized services, such as travel consultation (specialization; hypothesizing that systematic differences exist between the usage of travel agents for different travel contexts), and travel agents can survive if they focus on specific segments of the market, such as older travelers (segmenta-tion; hypothesizing that systematic differences exist between the usage of travel agents depending on the personal characteristics of travelers). Results indicate that the use of travel agencies is indeed associated with specific services related to package holidays, transport services, beach or city holidays, as well as destinations travelers are not familiar with. In contrast, no clear association between travel agent use and socio-demographic characteristics of travelers exists. Hence, the findings from this study support the notion that the most promising future for travel agents will lie in specializing in travel contexts and travel components where other booking channels and media are unlikely to be able to offer a full substitute for travel agent services. KeywordsTravel agency, distribution, information sourcing, travel market ABSTRACTThis paper provides insight into alternative strategies for travel agencies in a matured travel market with a high internet penetration. Discounting arguments that claim that there will be no need for travel agents in future, two possible roles for travel agents can be derived from theory and prior studies in the field: travel agents can survive if they focus on specific specialized services, such as travel consultation (specialization; hypothesizing that systematic differences exist between the usage of travel agents for different travel contexts), and travel agents can survive if they focus on specific segments of the market, such as older travelers (segmentation; hypothesizing that systematic differences exist between the usage of travel agents depending on the personal characteristics of travelers).Results indicate that the use of travel agencies is indeed associated with specific services related to package holidays, transport services, beach or city holidays, as well as destinations travelers are not familiar with. In contrast, no clear association between travel agent use and socio-demographic characteristics of travelers exists. Hence, the findings from this study support the notion that the most promising future for travel agents will lie in specializing in travel contexts and travel components where other booking channels and media are unlikely to be able to offer a full substitute for travel agent services.

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“…Bieger & Laesser, 2002;Kastenholz, Davis & Paul, 1999;Cha, McCleary & Uysal, 1995). To date research has assisted us to understand which bases can be used by tourism destinations to effectively segment tourism markets (e.g.…”

Section: Introductionmentioning

confidence: 99%

Segmentation: A tourism stakeholder view

Tkaczynski¹,

Rundle‐Thiele²,

Beaumont³

2009

Tourism Management

152

102

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Tourism segmentation research has focused on (1) developing tourist segment profiles using primary and secondary tourist data and (2) understanding which segmentation bases can accurately predict future tourist behaviour. Researchers have not considered how tourism stakeholders are segmenting their tourist markets. This paper presents evidence to suggest that the use of combined segmentation variables to develop tourism profiles is warranted and that a 'one size fits all' approach is not suitable because different tourism stakeholders within a single destination attract different tourists.Furthermore, this research identified that the segments used by the destination marketing organisation failed to holistically describe the tourist groups using the different services provided by tourism stakeholders within a single destination.Destination marketing is complex involving many stakeholders each likely to be attracting different tourist segments and future research endeavours must acknowledge this complexity.

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Market Segmentation by Motivation: The Case of Switzerland

Cited by 197 publications

References 20 publications

Consumer behaviour in tourism: Concepts, influences and opportunities

Consumer behaviour in tourism: Concepts, influences and opportunities

Travel Agency Marketing Strategy: Insights from Switzerland

Segmentation: A tourism stakeholder view

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