VACATION MARKET SEGMENTATION A Domain - Science Direct

VACATION MARKET SEGMENTATION A D o m a i n - Specific Value Approach W a l l e M. Oppedijk v a n V e e n

Delft University The Netherlands T h e o W. M. V e r h a l l e n

Tilburg University, The Netherlands ABSTRACT The relationship between personal values and vacation b e h a v i o r h a s b e e n s t u d i e d for a D u t c h s a m p l e of 7 1 3 f a m ilies. U s i n g c a n o n i c a l c o r r e l a t i o n a n a l y s i s u s e f u l a n d s t a b l e v a c a t i o n s e g m e n t s h a v e b e e n f o u n d o n t h e b a s i s of r e l a t i o n s h i p s b e t w e e n d o m a i n specific ( v a c a t i o n ) v a l u e s a n d v a c a t i o n a t t r i b u t e s . T h i s a r t i c l e e m p h a s i z e s t h e role of d o m a i n specific v a l u e s for t h e e x p l a n a t i o n of v a c a t i o n b e h a v i o r . D o m a i n specific v a l u e s a r e in b e t w e e n t h e g l o b a l v a l u e s w h i c h a r e m e a s u r e d i n d e p e n d e n t of t h e particular behavior under investigation, and the evaluative b e l i e f s w h i c h a r e liable to s i t u a t i o n a l c h a n g e s . C h o o s i n g t h i s m i d d l e level of t h e v a l u e h i e r a r c h y e n a b l e s t h e f o r m u l a t i o n of j u s t a few b a s i c v a c a t i o n e r c a t e g o r i e s w h i l e still b e i n g a b l e to c o n t r a s t a v a c a t i o n e r w i t h o t h e r discriminable general types. Keywords: vacation behavior, m a r k e t s e g m e n t a t i o n , p e r s o n a l v a l u e s , c a n o n i c a l correlation analysis.

W a l l e O p p e d i j k v a n V e e n is Professor of Consumer Research (Delft University of Technology, P.O. Box 5018, 2600 GA Delft, The Netherlands). He graduated in psychology and economics and has published in many international journals. His current interests are in the area of new product development research. T h e o V e r h a l l e n is Research Director at SOCMAR. He has published in many international journals and his current interests are in market and marketing research. At the time of the research, both authors were Associate Professors of Economic Psychology at the Tilburg University. A n n a l s of Tourism Research, Vol. 13, pp. 3 7 - 5 8 , 1986 Printed in the USA. All rights reserved.

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0160-7383/86 $3.00 + .00 © 1986 J. Jafarl and Pergamon Press Lid

VACATION M A R K E T S E G M E N T A T I O N

RI~SUMI~ La s e g m e n t a t i o n du m a r c h d des v a c a n c e s " u n e p e r s p e c tive des v a l e u r s des d o m a i n e s p a r t i c u l i e r s . La r e l a t i o n e n t r e les v a l e u r s p e r s o n n e l l e s et le c o m p o r t e m e n t des g e n s en v a c a n c e s a ~t~ ~tudi~e ~ p a r t i r d ' u n e e n q u ~ t e n ~ e r l a n d a i s e m e n ~ e a u p r ~ s de 713 families. E n u t i l i s a n t u n e a n a l y s e p a r c o r r e l a t i o n c a n o n i q u e , on a t r o u v d des s e g m e n t s de v a c a n c e s utiles et stables, b a s k s s u r les rapp o r t s e n t r e les v a l e u r s des d o m a i n e s p a r t i c u l i e r s (vac a n c e s ) et les a t t r i b u t s des v a c a n c e s . Cet art i cl e m e t en v a l e u r le r61e des v a l e u r s des d o m a i n e s p a r t i c u l i e r s p o u r e x p l i q u e r le c o m p o r t e m e n t des v a c a n c i e r s . Les v a l e u r s des d o m a i n e s p a r t i c u l i e r s se t r o u v e n t e n t r e les v a l e u r s globales, qui s o n t m e s u r ~ e s de fa~on i n d d p e n d a n t e du c o m p o r t e m e n t & l'dtude, et les c r o y a n c e s ~valuatives, qui s o n t s u j e t t e s a u x c h a n g e m e n t s des c i r c o n s t a n c e s . E n c h o i s i s s a n t ce n i v e a u i n t e r m ~ d i a i r e de la h i d r a r c h i e des v a l e u r s , on p e u t f o r m u l e r u n n o m b r e r e s t r e i n t de categories de v a c a n c i e r s t o u t en g a r d a n t la capaci t d de c o n t r a s ter les v a c a n c i e r s avec d ' a u t r e s t y p e s g d n ~ r a u x distinguibles. M o t s clef: c o m p o r t e m e n t des v a c a n c i e r s , s e g m e n t a t i o n du m a r c h d , v a l e u r s p e r s o n n e l l e s , a n a l y s e par correlation canonique.

INTRODUCTION T h e n e e d for m a r k e t s e g m e n t a t i o n a n d its b e n e f i t s for p l a n n i n g a consumer-oriented marketing strategy have been acknowledged for s o m e t i m e (e.g., Engel, Fiorillo, a n d Cayley 1972, F r a n k , Massy, a n d W in d 1972). M a n y a t t e m p t s h a v e b e e n m a d e to speci fy v a c a tion m a r k e t s e g m e n t s , b u t m o s t h a v e p r o v e d u n s a t i s f a c t o r y f r o m t h e m a r k e t e r ' s p o i n t s of view (Oppedijk v a n V e e n 1982). T h e m a i n p r o b l e m of v a c a t i o n s e g m e n t a t i o n lies in t h e d i v e r s i t y of c o n s u m e r d e m a n d for v a c a t i o n s , a n d in t h e large n u m b e r of p o t e n t i a l varia b les on w h i c h s e g m e n t a t i o n c a n be b a s e d (i.e., s a l i e n t s e g m e n t a tion variables). T h e v a c a t i o n m a r k e t is c h a r a c t e r i z e d by a d i v e r s e d e m a n d . For e x a m p l e , Oppedijk v a n V e e n (1982) s h o w e d t h a t from a r e p r e s e n t a tive s a m p l e of 2 , 2 9 0 v a c a t i o n e r s , a b o u t 40% h a d u n i q u e v a c a t i o n s , in t e r m s of t h e v a c a t i o n a t t r i b u t e s u s e d by t h e v a c a t i o n i n d u s t r y . T h e lar g es t g r o u p of c o n s u m e r s h a v i n g s i m i l a r v a c a t i o n s (a twop e r s o n s u m m e r v a c a t i o n , a b r o a d , in t h e m o u n t a i n s , w i t h hotel or 38

1 9 8 6 ANNALS OF T O U R I S M R E S E A R C H

OPPENDIJK VAN VEEN AND VERHALLEN a p a r t m e n t a c c o m m o d a t i o n , t r a n s p o r t by p r i v a t e car, a n d no reserv a t i o n s m a d e in a d v a n c e ) c o n s i s t e d of only 2% of t h e v a c a t i o n e r s . How to a c c o u n t for t h e s e e x t e n s i v e b e h a v i o r a l d i f f e r e n c e s is a n i m p o r t a n t is s u e in v a c a t i o n s e g m e n t a t i o n s t u d i e s w h i c h ai m at a m a n a g e a b l e n u m b e r of s e g m e n t s a n d w h i c h t r y to avoid h y p e r s e g m e n t a t i o n (Resnik, T u r n e r a n d M a s o n 1979). A p p r o a c h e s to M a r k e t S e g m e n t a t i o n A m a r k e t c a n be s e g m e n t e d in m a n y w ays. In g e n e r a l , app r o a c h e s to t h i s p r o b l e m specify m a r k e t s e g m e n t s in t h r e e d i s t i n c t ways. T h e first o n e is t h e a n a l y s i s of c o n s u m e r c h a r a c t e r i s t i c s . Here, c o n s u m e r s a r e a s s i g n e d to g r o u p s by t h e i r s i m i l a r i t y in one or m o r e c o n s u m e r c h a r a c t e r i s t i c s . S u b s e q u e n t l y , t h e d i f f e r e n c e s bet w e e n t h e g r o u p s a r e r e l a t e d to b e h a v i o r a l d i f f e r e n c e s (i.e., f o r w a r d s e g m e n t a t i o n ) . T w o t y p e s of c o n s u m e r c h a r a c t e r i s t i c s are distinguished: g e n e r a l c h a r a c t e r i s t i c s , s u c h a s sex, age, stage in life cycle, lifestyle, or p e r s o n a l i t y ; a n d s i t u a t i o n - s p e c i f i c c o n s u m e r c h a r a c t e r i s t i c s , s u c h as a t t i t u d e s , opi ni ons, p e r c e p t i o n s , a n d preferences. T h e s e c o n d a p p r o a c h , t h e a n a l y s i s of c o n s u m e r r e s p o n s e , assigns c o n s u m e r s to g r o u p s on t h e b a s i s of t h e i r s i m i l a r i t y in b e h a v ioral r e s p o n s e to t h e s u p p l y of goods a n d s e r v i c e s (e.g., t h e c h o s e n vacation). S u b s e q u e n t l y , t h e d i f f e r e n c e s b e t w e e n t h e g r o u p s are r e l a t e d to g e n e r a l a n d / o r object- a n d s i t u a t i o n - s p e c i f i c c o n s u m e r c h a r a c t e r i s t i c s (i.e., b a c k w a r d s e g m e n t a t i o n ) . T h e t h i r d a p p r o a c h , t h e s i m u l t a n e o u s a n a l y s i s of c o n s u m e r c h a r a c t e r i s t i c s a n d c o n s u m e r r e s p o n s e , a s s i g n s c o n s u m e r s to g r o u p s on t h e b a s i s of t h e r e l a t i o n s h i p s b e t w e e n c o n s u m e r c h a r a c t e r i s t i c s a n d t h e b e h a v i o r a l r e s p o n s e to t h e s u p p l y of goods a n d services. In e a c h a p p r o a c h , c o n s u m e r c h a r a c t e r i s t i c s a r e a s s u m e d to be r e l e v a n t to t h e e x p l a n a t i o n of c o n s u m e r r e s p o n s e . T r a d i t i o n a l l y , t h e s u c c e s s i v e a p p r o a c h e s (i.e., f o r w a r d a n d b a c k w a r d s e g m e n t a tion) w e r e u s e d to s peci f y s e g m e n t s . However, w i t h c a n o n i c a l a n a l ysis, t h e r e l a t i o n s h i p b e t w e e n c o n s u m e r characteristics a n d cons u m e r r e s p o n s e c a n be e s t a b l i s h e d di r e c t ly (Kuylen a n d V e r h a l l e n 1981 ; S h e t h 1974). T h e S e l e c t i o n of C h a r a c t e r i s t i c s T w o t y p e s of c o n s u m e r c h a r a c t e r i s t i c s h a v e b e e n d i s t i n g u i s h e d : t h e g e n e r a l a n d t h e situation-specific. T h e following c o n s i d e r a t i o n s 1986 ANNALSOF TOURISM RESEARCH

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VACATION MARKETSEGMENTATION a r e i m p o r t a n t for t h e s e l e c t i o n of p o t e n t i a l l y r e l e v a n t c o n s u m e r v a r i a b l e s . First, a t t e m p t s to s a t i s f a c t o r i l y r e l a t e g e n e r a l c o n s u m e r characteristics and particular behavioral response variables have b e e n u n s u c c e s s f u l (Leeflang a n d B e u k e n k a m p 1981). T h e m a i n r e a s o n is n o n - c o r r e s p o n d e n c e b e t w e e n t h e specific e x p l a n a t o r y v a r i a b l e s a n d t h e b e h a v i o r to be e x p l a i n e d (Ajzen a n d F i s h b e i n 1980; F i s h b e i n 1973). Clearly, t h e v a r i a b l e s m e a s u r i n g g e n e r a l c o n s u m e r c h a r a c t e r i s t i c s a r e i n d e p e n d e n t of a n y p r o d u c t or part i cu l a r s i t u a t i o n f a ced by t h e c o n s u m e r in m a k i n g p u r c h a s e a n d cons u m p t i o n decisions. S u c h v a r i a b l e s will m o r e likely s h o w a relat i o n s h i p w i t h a n e x t e n s i v e p a t t e r n of b e h a v i o r a l r e s p o n s e s (such as g e n e r a l leisure activities) t h a n w i t h a p a r t i c u l a r one (such as a vacation). S e c o n d , it o n l y follows t h a t a t t e m p t s to r e l a t e s i t u a t i o n - s p e c i f i c c o n s u m e r c h a r a c t e r i s t i c s to one or m o r e specific b e h a v i o r a l res p o n s e v a r i a b l e s m a y be useless. Moreover, a l t h o u g h t h e rel at i ons h i p m a y be r e l a t i v e l y easily e s t a b l i s h e d , t h e s i t u a t i o n - s p e c i f i c nat u r e of t h e c o n s u m e r c h a r a c t e r i s t i c s a n d a p a r t i c u l a r b e h a v i o r a l r e s p o n s e will lead to s e g m e n t s w h i c h a r e u n s t a b l e over time. W h e n f a ced w i t h t h i s p r o b l e m , a m a r k e t e r ' s a c t u a l u s e of m a r k e t segm e n t a t i o n d e p e n d s p a r t l y on its (less distinct) t h e o r e t i c a l f r a m e w o r k for i n t e r p r e t a t i o n (i.e., a s e g m e n t a t i o n model). S u c h a f r a m e w o r k g u id es t h e m a r k e t e r ' s s e l e c t i o n of p o t e n t i a l r e l e v a n t c o n s u m e r c h a r a c t e r i s t i c s a n d p e r m i t s h i m to c o r r e l a t e t h e m w i t h b e h a v i o r a l r e s p o n s e v a r i a b l e s . M a r k e t s e g m e n t a t i o n s t u d i e s witho u t s u c h explicit m o d e l s a r e of a n ad hoc n a t u r e a n d a r e h a r d to evaluate. T h e r e s e a r c h r e p o r t e d in t h i s article s t a r t s w i t h a d e s c r i p t i o n of a s e g m e n t a t i o n r e s e a r c h m ode l d e s i g n e d to select p o t e n t i a l r e l e v a n t c o n s u m e r c h a r a c t e r i s t i c s w h i c h a r e n e i t h e r too g e n e r a l n o r too s i tu atio n - s p ecif i c. I n s t e a d of u s i n g a s e q u e n t i a l a p p r o a c h to specifying m a r k e t s e g m e n t s , t h e i n t e r d e p e n d e n c i e s a m o n g t h e cons u m e r c h a r a c t e r i s t i c s on t h e o n e h a n d , a n d t h o s e a m o n g t h e e x t e n sive b e h a v i o r a l d i f f e r e n c e s in v a c a t i o n s on t h e o t h e r h a n d , a r e a n a l y z e d s i m u l t a n e o u s l y . To t h a t end, c a n o n i c a l c o r r e l a t i o n a n a l y sis is u s e d as a s e g m e n t a t i o n t e c h n i q u e . VACATION SEGMENTATION The vacation market is characterizedby a diverse demand; only a few consumers will have similar vacations. The vacations may differ in one or more vacation attributes, such as destination, means of transportation, season, type of region, composition of 40

1986 ANNALSOF TOURISM RESEARCH

OPPENDIJK VAN VEEN AND VERHALLEN t r a v e l i n g p a r t y , a n d t y p e s of r e s e r v a t i o n s . G i v e n t h e e x t e n s i v e diff e r e n c e s , o n e m a y e x p e c t c o n s u m e r s to h a v e s e t s of a t t r a c t i v e c h o ice a l t e r n a t i v e s a t t h e i r di s pos a l w h i c h will m e e t t h e i r levels of a s p i r a t i o n a n d f r o m w h i c h t h e y will s e l e c t t h e i r u l t i m a t e v a c a t i o n . T h e n , two i s s u e s ar e of i m p o r t a n c e to t h e e x p l a n a t i o n of v a c a t i o n b e h a v i o r : first, w h i c h v a r i a b l e s d e t e r m i n e t h e set of a t t r a c t i v e c h o ice a l t e r n a t i v e s , a n d s e c ond, w h i c h v a r i a b l e s a r e of i m p o r t a n c e in t h e ch o ice of a v a c a t i o n . T h e R e s e a r c h Model In c o n t e m p o r a r y s t u d i e s of c o n s u m e r b e h a v i o r , c o n s u m e r s a r e d ep icted as h a v i n g goals, collecting i n f o r m a t i o n , act i vel y p r o c e s s ing t h a t i n f o r m a t i o n , a n d s e l e c t i n g a l t e r n a t i v e s in o r d e r to a c h i e v e t h e i r goals. After a p r o d u c t h a s b e e n c h o s e n , p u r c h a s e d , a n d cons u m e d , t h e o u t c o m e s e x p e r i e n c e d will i n f l u e n c e f u t u r e b e h a v i o r . V a c a t i o n e r s , like c o n s u m e r s , c o n t i n u a l l y m a k e c h o i c e s a n d decisions, s u c h as w h e t h e r to go on v a c a t i o n a n d, if so, w h e n a n d w h e r e to go. T h e s e c h o i c e s ar e m a d e to a c c o m p l i s h c e r t a i n v a c a t i o n goals. A goal c a n be defined in t e r m s of a set of a s p i r a t i o n levels r e p r e s e n t ing c o n d i t i o n s w h i c h h a v e to be m e t by t h e p r o d u c t (or vacat i on) in o r d e r to be p u r c h a s e d , T h e set of a t t r a c t i v e choi ce a l t e r n a t i v e s s h o u l d m e e t t h e a s p i r a t i o n levels. P e r s o n a l v a l u e s a r e c o n s i d e r e d r e s p o n s i b l e for t h e s e l e c t i o n a n d m a i n t e n a n c e of t h e s e goals. T h e y s e r v e as c r i t e r i a for i n f l u e n c i n g c h o i c e s r e g a r d i n g p e r s o n s , objects, a n d ideas (Vinson, Scot t a n d L a m o n t 1977). A p e r s o n a l v a l u e is a belief, c e n t r a l l y l ocat ed w i t h i n o n e ' s total belief s y s t e m ( R o k e a c h 1968). A v a l u e is s e e n as a disposition, like a n a t t i t u d e b u t m o r e basic. V a l u e s m a y be o r d e r e d al ong a c e n t r a l - p e r i p h e r a l d i m e n s i o n w h i c h r e p r e s e n t s t h e e x t e n t to w h i c h t h e v a l u e s a r e d u r a b l e a n d closely held. First, global v a l u e s c o n s i s t of a c l u s t e r of a t t i t u d e s a n d beliefs w h i c h a r e c e n t r a l a n d e n d u r i n g a n d guide b e h a v i o r a c r o s s specific s i t u a t i o n s . Global v a l u e s ar e t h e core of a n i n d i v i d u a l ' s v a l u e s y s t e m . S e c o n d , dom a i n - s p e c i f i c v a l u e s c o n s i s t of a c l u s t e r of beliefs w h i c h guide beh a v i o r a c r o s s specific s i t u a t i o n s w i t h i n a d o m a i n of activities. T h e y a r e less c e n t r a l a n d less e n d u r i n g t h a n global val ues. T hi rd, e v a l u a t i v e beliefs a r e less a b s t r a c t a n d c o n s i s t of d e s c r i p t i v e a n d e v a l u a t i v e beliefs a b o u t specific p r o d u c t (class) a t t r i b u t e s or b r a n d a t t r i b u t e s . While s u c h beliefs m a y be i m p o r t a n t , t h e y a r e less cent r al t h a n d o m a i n - s p e c i f i c val ues , a n d a r e s i t u a t i o n - s p e c i f i c (Vinson, S co tt a n d L a m o n t 1977). In g e n e r a l , t h e u s e f u l n e s s of g e n e r a l c o n s u m e r v a r i a b l e s , s u c h as 1986 ANNALSOF TOURISM RESEARCH

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global a n d domain-specific values, to explain specific behavior is doubted (Green, S o m m e r s a n d K e r n a n 1973; Kollat, Engel a n d Blackwell 1979; van Raaij a n d V e r h a l l e n 1983). S u c h variables are m o r e likely to explain p a t t e r n s of behavior t h a n t h e e l e m e n t s of t h e p a t t e r n s (Verhallen a n d De Nooij 1982). For t h e present, a behavior p a t t e r n is conceived of as t h e set of attractive choice a l t e r n a t i v e s w h i c h will m e e t t h e c o n s u m e r ' s vacation goals in t e r m s of t h e aspiration levels. Domain-specific values will be of p a r t i c u l a r i m p o r t a n c e to vacation m a r k e t s e g m e n t a t i o n . T h e y are i n - b e t w e e n t h e global values, w h i c h are m e a s u r e d i n d e p e n d e n t l y of t h e p a r t i c u l a r behavior u n d e r investigation, a n d t h e evaluative beliefs w h i c h are liable to

Figure i A v a c a t i o n s e g m e n t a t i o n model.

situation-specific variables

I

vacation behavior (b)

Pattern A

I

[

Pattern B

Domain-specific values I 42


O P P E N D I J K VAN V E E N AND V E R H A L L E N

s i t u a t i o n a l c h a n g e s . Choosing t h i s middle level of t h e value hierarc h y will e n a b l e one to f o r m u l a t e j u s t a few basic v a c a t i o n e r categories while still being able to c o n t r a s t a v a c a t i o n e r w i t h o t h e r disc r i m i n a b l e g e n e r a l t y p e s (Mischel 1979). Domain-specific v a l u e s are a s s u m e d to be relatively e n d u r i n g a n d to c o r r e s p o n d to a relatively h o m o g e n e o u s d o m a i n of activities, s u c h as v a c a t i o n behavior. The use of domain-specific v a l u e s to specify s e g m e n t s of vacat i o n e r s c o r r e s p o n d s w i t h benefit s e g m e n t a t i o n at the generic p r o d u c t class level. C o n s u m e r s are grouped by t h e i r e x p e c t a t i o n s a n d w a n t s regarding t h e benefits of t h e product (Dhallo a n d Makatoo 1976; Haley 1968, 1971) or store (Verhallen a n d De Nooij 1982). Domain-specific v a l u e s are conceived of as t h e d e t e r m i n a n t s of t h e c o n s u m e r ' s v a c a t i o n goals, t h e a p p r o x i m a t e l y m i n i m u m conditions w h i c h h a v e to be m e t by t h e desired vacation. Since " s a t i s f y i n g " decision m a k i n g is more likely to occur t h a n " m a x i m i z i n g , " the final selection of a p a r t i c u l a r v a c a t i o n will be more likely d o m i n a t e d by t h e p a r t i c u l a r s i t u a t i o n faced by cons u m e r s in m a k i n g their choice. As regards t h e choice of a v a c a t i o n w i t h i n a domain-specific v a c a t i o n p a t t e r n , t h r e e types of situationspecific variables m a y be i m p o r t a n t : first, r e c e n t v a c a t i o n experi-

sit;i

Figure 2 Individual vacation behavior through time.

pec. is.

sit. spec. vars. t2

sit. spec. vars. t3

sit. spec. vars. t4

sit. spec. vars. t5

time t

I

vacat!°n F ~ behavior] (b) L_

I Pattern A I

t

Domain-specific values I


43


e n c e or h ab its ; s e c ond, conflicting i n t e r e s t s a n d goals, s u c h as h o u s e - m o v i n g , h e a l t h , bi r t h, e x t e n s i v e e x p e n d i t u r e , or c h a n g e of job; a n d third, u n e x p e c t e d a n d e n v i r o n m e n t a l e v e n t s , s u c h as a windfall i n c o m e or t h e w e a t h e r . Hypothesized relationships between the domain-specific value variables and the situation-specific variables and vacation behavior ar e s c h e m a t i c a l l y r e p r e s e n t e d in Fi gure 1. S i t u a t i o n - s p e c i f i c v a r i a b l e s will be m o r e liable to c h a n g e s over t i m e t h a n d o m a i n - s p e c i f i c v a l u e v a r i a b l e s . As a result, t h e sel ect ed v a c a t i o n s m a y differ f r o m e a c h o t h e r ove r time, w h e r e a s t h e y still b e lo n g to t h e s a m e d o m a i n - s p e c i f i c p a t t e r n or set of a t t r a c t i v e alt e r n a t i v e s . T h i s h y p o t h e s i s is s c h e m a t i c a l l y r e p r e s e n t e d in Figure 2. T h e p u r p o s e of t h e p r e s e n t v a c a t i o n m a r k e t s e g m e n t a t i o n is to s e a r c h for h o m o g e n e o u s g r o u p s of c o n s u m e r s w i t h d i f f e r e n t v a c a tion b e h a v i o r p a t t e r n s . DESIGN OF T H E STUDY T h i s s t u d y w a s c o n d u c t e d on a c o n s u m e r p a n e l of p e r s o n s of 18 y e a r s a n d older. A total of 1,300 q u e s t i o n n a i r e s w e r e mailed. T h e n e t s a m p l e r e p r e s e n t a t i v e of t h e D u t c h p o p u l a t i o n on t h e u s u a l s o c i o e c o n o m i c c h a r a c t e r i s t i c s , c o n t a i n e d 1,020 r e s p o n d e n t s , a res p o n s e r a t e of 78.5 %. T h e r e l a t i o n s h i p s b e t w e e n v a c a t i o n b e h a v i o r v a r i a b l e s a n d v a r i a b l e s i n d i c a t i n g d o m a i n - s p e c i f i c v a l u e s is investigated for 7 1 3 r e s p o n d e n t s w h o r e c e n t l y took a v a c a t i o n (69.9% of t h e total sample). T h e set of b e h a v i o r v a r i a b l e s c o n s i s t s of 23 varia b l e s w h i c h e x t e n s i v e l y d e s c r i b e v a c a t i o n s (e.g., place, c o u n t r y , s e a s o n , l e n g t h in days, k i n d of s u r r o u n d i n g s , o v e r n i g h t st ays, a n d c o m p o s i t i o n of t r a v e l i n g party). T h e d o m a i n - s p e c i f i c v a l u e s ar e m e a s u r e d by u s i n g t h r e e d i f f e r e n t s e t s of i n d i c a t o r s . First, v a c a t i o n values: T h i s is a set of 16 " g l o b a l " s t a t e m e n t s i n d i c a t i n g t h e e v a l u a t i o n of t h e t e r m i n a l a s p e c t s of vac a t i o n s (e.g., " s t a y i n g at h o m e d u r i n g t h e v a c a t i o n s e a s o n c a n also be a real v a c a t i o n . " A n s w e r s a r e r a t e d on a 5 - p o i n t " a g r e e - d i s a g r e e " scale). S e c o n d , v a c a t i o n r e q u i r e m e n t s : T h i s is a set of 21 r e q u i r e m e n t s i n d i c a t i n g t h e i m p o r t a n c e of t h e i n s t r u m e n t a l a s p e c t s of a n " i d e a l " v a c a t i o n (i.e., a n i m p o r t a n c e r a t i n g on a 3p o i n t scale of v a c a t i o n c h a r a c t e r i s t i c s , s u c h as t h e prices, t h e food, t h e w e a t h e r , a n d t h e e n t e r t a i n m e n t facilities at t h e v a c a t i o n destination). Th ir d , d e s i r e d v a c a t i o n activities: T h i s is a set of 23 varia b les i n d i c a t i n g d e s i r e d activities w h i c h c a n be c a r r i e d out at t h e v a c a t i o n d e s t i n a t i o n (e.g., s w i m m i n g , s u n b a t h i n g , m a k i n g e x c u r sions, a n d t a k i n g w a l k i n g trips). 44


OPPENDIJK VAN VEEN AND VERHALLEN T h e s e t h r e e s u b s e t s give e x p r e s s i o n to t h e o p i n i o n s of Ajzen a n d F i s h b e i n (1980) a n d V e r h a l l e n a n d v a n Raaij (1985). A c c o r d i n g to Ajzen a n d F i s h b e i n , a n a t t i t u d e t o w a r d a b e h a v i o r a l category, s u c h a s a v a c a t i o n , s h o u l d c o n s i s t of a w e i g h t e d s u m of a t t i t u d e s t o w a r d specific activities w h i c h c o n s t i t u t e t h e b e h a v i o r a l category. T h i s a p p r o a c h , h o w e v e r , h a s b e e n criticized b y V e r h a l l e n a n d Pi et ers (1984). If o n e i n t e n d s to m e a s u r e a n a t t i t u d e for e a c h of t h e m a n y v a c a t i o n activities, he s h o u l d be e n d l e s s l y r e p e a t i n g a t t i t u d e - a c t studies. F u r t h e r , it is q u e s t i o n a b l e w h e t h e r s u c h a specific act is a n object of h u m a n r e a s o n i n g (e.g., E h r e n b e r g 1974; L a s t o v i c k a a n d Bonfield 1982). R a t h e r t h a n m a k i n g a t t i t u d e s m o r e specific, one s h o u l d define larger b e h a v i o r a l entities, b r o a d e n i n g t h e scope of t h e b e h a v i o r a l m e a s u r e (Weigel a n d N e w m a n 1976) or b r o a d e n i n g t h e a t t i t u d i n a l m e a s u r e (Heberlein a n d Black 1976). Hence, t h e s t u d y of a t t i t u d e s s h o u l d e n c o m p a s s specific as well as g e n e r a l m e a s u r e s . C o n s e q u e n t l y , in t hi s s t udy, t h e m e a s u r e m e n t of dom a i n - s p e c i f i c v a l u e s is c o n c e r n e d w i t h t e r m i n a l a n d i n s t r u m e n t a l a s p e c t s of v a c a t i o n s as well as t h e e v a l u a t i o n of specific v a c a t i o n activities. As a v a c a t i o n p a t t e r n is to be d e s c r i b e d in t e r m s of b o t h t h e 60 i n d i c a t o r s of d o m a i n - s p e c i f i c v a l u e s a n d t h e 23 b e h a v i o r a l c h a r a c teristics, a c a n o n i c a l a n a l y s i s is c a r r i e d out on b o t h set s of variables. In c a n o n i c a l a n a l y s i s , o n e g r o u p of v a r i a b l e s is r e f e r r e d to as t h e c r i t e r i o n set (e.g., v a c a t i o n behavi or ) a n d t h e o t h e r g r o u p as t h e p r e d i c t o r set (e.g., values). In a c a n o n i c a l c o r r e l a t i o n a n a l y s i s , can o n i c a l v a r i a t e s a r e c o m p u t e d , c o n s i s t i n g of a m a x i m u m c o r r e l a t e d p r e d i c t o r a n d c r i t e r i o n part. T h e s c o r e s of s u b j e c t s on t h e s e c a n o n i cal v a r i a b l e s a r e u s e d to find v a c a t i o n p a t t e r n s . RESULTS T h e c a n o n i c a l c o r r e l a t i o n a n a l y s i s on t h e b e h a v i o r a n d v a l u e v a r i a b l e s r e v e a l e d a n i n t e r p r e t a b l e 5 - v a r i a t e s sol ut i on (Table 1). T h e f g u r e s in T a b l e 1 r e p r e s e n t c a n o n i c a l loadings a f t e r v a r i m a x r o t a t i o n . C o n t r a r y to c a n o n i c a l weights, c a n o n i c a l loadings p e r m i t a dir ect i n t e r p r e t a t i o n as in f a c t o r a n a l y s i s (Kuylen a n d V e r h a l l e n 1981 ). On ly v a r i a b l e s w i t h a loading of a t least .40 on a v a r i a t e a n d v a r i a b l e s w h i c h a r e of p a r t i c u l a r i m p o r t a n c e to t h e i n t e r p r e t a t i o n of t h e v a r i a t e s ar e included, T h e c a n o n i c a l c o r r e l a t i o n of e a c h variate is s ig n if ica nt at a 1%-level. T h e v a c a t i o n v a l u e s c o r r e s p o n d w i t h b e h a v i o r a l v a c a t i o n characteristics. T h e v a r i a t e s e x p l a i n 3 1 .7 % of t h e v a r i a n c e in t h e p r e d i c t o r set a n d 40.3% of t h e c r i t e r i o n set v a r i a n c e (the s u m of t h e p e r c e n t a g e of trace). T h e s i x t h v a r i a t e , 1986 ANNALSOF TOURISM RESEARCH

45

VACATION MARKET SEGMENTATION

Table 1

Canonical

Correlation

on Vacation Values*

Predictor Variables

Behavior and Vacation

1

2

3

4

5

Desired Vacation Activities Walking trips Car trips Organized excursions Sunbathing Being at the beach Watching television Sightseeing T r i p s to a m u s e m e n t p a r k s , etc. Swimming

--.06 --.81 .65 -.13 --.03 --.05 .00 --.02 .18

--.55 .06 .07 -.33 .87 .00 .15 .15 .04

--.08 --.18 .07 -.12 --.09 --.53 --.42 .12 --.27

.08 .12 --. 12 .24 .11 .06 --.05 .53 .41

.21 --.09 .15 .42 .30 --.22 .02 --.27 .00

Vacation Values Planned vacation V a c a t i o n at h o m e Foreign country Yearly vacation Far away Domestic vacation S p e n d m o n e y n o t on v a c a t i o n Nolongjourney

--.43 .00 .00 --.05 --.06 .02 --.08 --.10

.08 --.07 .10 .08 --.03 .10 --.05 .03

--.23 --.06 .58 .22 .51 --.46 --.18 - - .6 1

.03 --.03 .05 .00 .07 --.20 --.16 --.09

.16 .50 --.06 --.44 .10 .14 --.44 .18

Vacation Performance R e c r e a t i o n for c h i l d r e n Landscape, nature Food Family together

- .07 .06 .12 .00

-.06 .30 --.15 --.07

.13 .04 --.09 .06

.79 -.02 --.12 .86

.07 .11 --.37 .10

5.6

4.8

7.5

7.0

6.8

.01 .17 --.11 .02 --.43 .13 .22 .89 --. 82 --.01

.02 --.06 --.20 .15 .01 .00 --.09 --.03 .05 .92

--.94 --.07 --.27 .18 .29 --.55 .06 --.06 .19 --.02

--.13 --.36 .02 .02 .24 --.12 .01 --.24 .18 --.03

.03 --.28 .67 --.46 .26 .12 --.40 --.01 .12 --.14

% of t r a c e E x p l a i n e d V a r i a n c e (31.7%) Criterion Variables Vacation within the Netherlands Summer season Shorter than 2 weeks 2or3weeks S t a y in h o t e l or a p p a r t m e n t S t a y in s u m m e r h o m e Tent, camping By c a r By t r a i n / b u s / p l a n e Sea, b e a c h

46

1986 ANNALS OF TOURISM RESEARCH

OPPENDIJK VAN VEEN AND VERHALLEN Table i

Canonical Correlation on Vacation Behavior and Vacation V a l u e s * (Continued) Predictor V a r i a b l e s Wood, h e a t h e r No t r a n s p o r t r e s e r v e d No lodging r e s e r v e d One p e r s o n No. of c h i l d r e n 0 - 5 y e a r s No. of c h i l d r e n 6 - 1 2 y e a r s No. of c h i l d r e n 1 3 - 15 y e a r s % of t r a c e E x p l a i n e d V a r i a n c e (40.3%) Can. c o r r e l a t i o n

1

2

3

.00 .69 .40 -- .26 -.12 .00 .03

--.34 --.09 --.06 --.04 -.12 .03 .09

--.61 --.24 .06 .11 .07 .06 .04

--.15 .03 --.00 - . 0 9 .07 - - . 1 7 .60 .11 .6__~7 - . 1 3 .72 .21 .15 .35

11.3

5.9

9.1

7.5

.83

.78

.69

4

.58

5

6.5

.52

* Not all the 83 variables used in the analysis are represented in Table 1. Only those with a loading of .40 on at least one variate, or otherwise instrumental in the variate interpretation, are included.

n o t i n c l u d e d a s t h e c a n o n i c a l c o r r e l a t i o n , is n o t s i g n i f i c a n t , a n d t h e within-set variances explained are below a 5%-level. A redundancy a n a l y s i s h a s b e e n c a r r i e d o u t to c o n t r o l f o r h i g h l y s p e c i f i c v a r i a t e s . T h e r e s u l t s of t h e a n a l y s i s c o r r e s p o n d e d w i t h t h o s e of t h e c a n o n i cal analysis. Variate 1 reveals that people who like a planned vacation with d a y t r i p s t e n d to s t a y i n h o t e l s , t r a v e l b y t r a i n , b u s , o r p l a n e , a n d reserve both their transport and accommodation. Variate 2 can be briefly described as a beach vacation, variate 3 as a domestic (the Netherlands) vacation, variate 4 as a vacation with children, and v a r i a t e 5 a s a l e n g t h y c a m p i n g v a c a t i o n . T h e v a r i a t e s c o r e s of r e s p o n d e n t s a r e t h e n c o m p u t e d o n e a c h of t h e five s i g n i f i c a n t v a r iates. Segmentation Procedure Vacation segments may be defined in two ways. First, natural groupings can be found by using a cluster algorithm on either the p r e d i c t o r o r t h e c r i t e r i o n v a r i a t e s c o r e s . E x a m p l e s of s u c h a p r o c e dure are provided by ForneU and Westbrook (1978) and Frank and S t r a i n (1972). S e c o n d , c l u s t e r i n g r e s p o n d e n t s on t h e i r v a r i a t e scores, one would find vacation segments which can be described 1986 ANNALS OF TOURISM RESEARCH

47

>

,q ©

©

z>

Qo >

(4) V a c a t i o n with c h i l d r e n

O n e or m o r e c h i l d r e n y o u n g e r t h a n 12 years; size of t r a v e l c o m p a n y 3 or m o r e p e r s o n s ; a s u m m e r vacation*.

Vacation in the Netherlands; in woods or h e a t h e r , i n a s u m m e r h o u s e , b u n g a l o w , m o b i l e home*.

V a c a t i o n a t sea, b e a c h , d u n e s .

(2) T h e b e a c h v a c a t i o n

(3) T h e domestic v a c a t i o n

T r a n s p o r t : b u s , t r a i n a i r p l a n e . Acc o m m o d a t i o n : hotel, a p a r t m e n t . Transport and accommodation reserved.*

Vacation Behavior/Characteristics ( S e g m e n t Definition)

(1) T h e organized v a c a t i o n

S e g m e n t Label

Table 2

Domain-Specific Values a n d V a c a t i o n Activities (General B a c k g r o u n d ) T h e y liked p l a n n e d a n d arr a n g e d v a c a t i o n s . T h e prov i s i o n s a n d s e r v i c e are c o n sidered important. Trips w i t h t h e b i k e or boat; p a r t i c Ipate i n o r g a n i z e d e x c u r sions. T h e l a n d s c a p e a n d s c e n e r y is n o t so i m p o r t a n t . T h e y s t a y o n t h e b e a c h a lot, s u n b a t h i n g a n d s w i m m i n g . Do n o t w a l k i n woods or m o u n t a i n s . They show a strong preference for v a c a t i o n s i n t h e i r h o m e c o u n t r y b a s e d on, e.g., s h o r t t r a v e l time. A f r e q u e n t activity is w a t c h i n g television. Of i m p o r t a n c e a r e r e c r e a t i o n p o s s i b i l i t i e s for c h i l d r e n or t h e w h o l e family. S w i m ming, watching the n a t u r a l scenery, sunbathing, ans s p o r t s are f r e q u e n t activities.

The Vacation Segments

282 (39.6%)

99 {13.9%)

193 (27.1%)

113 (15.8%)

Size (Basis N = 713)

z

z >

O

pl

E >

z

< > >

l

See discussion

on Table 2.

(7) The short vacation

(6) The long camping vacation

(5) The 1-2 person vacation

The vacation takes 2 weeks or shorter: not with tent or caravan: without children of 13-l 5 years.

The travel company consists of 1 or 2 persons: no children below 12 years; not in summer*. The vacation takes longer than 2 weeks; with tent or caravan: with one or more children of 13-l 5 years*.

l

l

l

l

l

l

l

l

To go on vacation is considered to be very important: Stayin at home is no vacation; Rather one long than more short vacations: Prefer vacation to something more enduring; It is bad if you can not go on vacation each year. The food on vacation is very important. They have mixed feelings about vacation: Staying home can be a vacation; Rather more short than one long vacation: Prefer to buy something enduring instead of a vacation: It is not bad if you do not go on vacation each year. Activities: visits to attraction points. no swimming, sunbathing, or sports.

This segment is the mirror image of segment 4.

280 (39.3%)

118 (16.5%)


in t e r m s of a score p a t t e r n on s e v e r a l v a c a t i o n v a l u e s a n d v a c a t i o n b e h a v i o r c h a r a c t e r i s t i c s . T h e t h e o r e t i c a l model r e l a t e s v a c a t i o n c h a r a c t e r i s t i c s w i t h c o r r e s p o n d i n g va l ue i n d i c a t o r s . In t h e cl ust ering p r o c e d u r e , t h i s c o r r e s p o n d e n c e will n o t n e c e s s a r i l y be k e p t in t h e r e s u l t i n g p a t t e r n s . In o r d e r to avoid t hi s d i s a d v a n t a g e , a n altern a t i v e t w o - s t e p a p p r o a c h is followed: (a) s e g m e n t s h a v e b e e n defined by u s i n g one c a n o n i c a l v a r i a t e at a time, a n d (b) by allowing i n d i v i d u a l s to b e l ong to m o r e t h a n o n e s e g m e n t , t h e i n d i v i d u a l diff e r e n c e s in v a c a t i o n d i f f e r e n t i a t i o n a r e r e t a i n e d . S e g m e n t s ar e defined on t h e b a s i s of t h e h i g h e s t loading v a r i a b l e s of e a c h c a n o n i c a l va r i at e. S i n c e t h e c r i t e r i o n v a r i a t e s a r e bipolar, 10 possible s e g m e n t s c a n be defined (5 si gni fi cant v a r i a t e s X 2 poles). However, s i n c e t h r e e poles of t h e first t h r e e c r i t e r i o n variates ar e m e a n i n g l e s s ( " n o t o r g a n i z e d , " " n o t at t h e b e a c h , " a n d " n o t in d o m e s t i c c o u n t r y " ) , onl y s e v e n s e g m e n t s h a v e b e e n defined. F o r m a n a g e r i a l p u r p o s e s , o n l y t h e b e h a v i o r a l c h a r a c t e r i s t i c s h a v e b e e n u s e d to define s e g m e n t s . In T a b l e 2, t h e d i f f e r e n t defining e l e m e n t s a r e given in t h e s e c o n d c o l u m n . A c o n s u m e r b e l o n g s to s e g m e n t 1 " T h e o r g a n i z e d v a c a t i o n , " if he or s h e s c o r e s positively on all f o u r defining e l e m e n t s : t r a n s p o r t by bus, t r a i n or airplane; a c c o m m o d a t i o n (hotel or a p p a r t m e n t ) ; t r a n s p o r t r e s e r v e d in a d v a n c e ; a n d a c c o m m o d a t i o n r e s e r v e d in a d v a n c e . If one or m o r e of t h e s e c o n d i t i o n s is not fulfilled, t h e c o n s u m e r is n o t a s s i g n e d to s e g m e n t 1. Using t h i s a s s i g n m e n t rule, all b u t 109 (15.3%) v a c a t i o n e r s belong to at leas t o n e s e g m e n t . In a s e c o n d a s s i g n m e n t r o u n d , one of t h e s e g m e n t - d e f i n i n g e l e m e n t s h a s n o t b e e n t a k e n into a c c o u n t . In T a b l e 2 t h e s e d e f i ni ng e l e m e n t s a r e d e n o t e d w i t h a n a s t e r i s k . After t h i s s e c o n d a s s i g n m e n t r o u n d , onl y 3.8% (27) of t h e v a c a t i o n e r s could n o t be a s s i g n e d to a n y s e g m e n t . Often, v a c a t i o n e r s b e l o n g to m o r e t h a n o n e s e g m e n t . T h e o v e r l a p b e t w e e n t h e s e g m e n t s is gi ven in T a b l e 3. T a b l e 3 s h o w s t h a t 46.1% of t h e v a c a t i o n e r s b e l o n g to onl y one s e g m e n t . F o r t h e o t h e r 53.9% (N = 384) t h e m o s t f r e q u e n t o v e r l a p s are: t h e s h o r t a n d o r g a n i z e d v a c a t i o n ( s e g m e n t s 1 a n d 7, w i t h N = 62); t h e b e a c h v a c a t i o n w i t h c h i l d r e n below 12 y e a r s ( s e g m e n t s 2 a n d 4, w i t h N = 87); t h e s h o r t a n d d o m e s t i c v a c a t i o n ( s e g m e n t s 3 a n d 7, w i t h N = 53); t h e s h o r t 1- a n d 2 - p e r s o n v a c a t i o n ( s e g m e n t s 5 a n d 7, w i t h N ----50); a n d t h e long c a m p i n g v a c a t i o n w i t h c h i l d r e n ( s e g m e n t s 4 a n d 6, w i t h N = 30). By allowing o v e r l a p s b e t w e e n t h e s e g m e n t s , it is possible to a c c o u n t for t h e large v a r i e t y in v a c a t i o n s w i t h a small n u m b e r of s e g m e n t s . T h i s is i m p o r t a n t for t h e implem e n t a t i o n of t h e v a c a t i o n m a r k e t s e g m e n t a t i o n . 50


6"I

~0 >

O

O

z >

z

>

O~

19 b 39 0 12 35 0 62

39 51 0 87 22 12 48

Beach (2) N = 193 0 0 23 40 11 3 53

Domestic (3) N = 99

a T h e c o m b i n a t i o n 4 w i t h 5 a n d 6 w i t h 7 c a n n o t occur. b T h e diagonal e l e m e n t s indicate t h e u n i q u e l y defined v a c a t i o n e r s .

(1) Organized vacation (2) B e a c h v a c a t i o n (3) D o m e s t i c v a c a t i o n (4) V a c a t i o n w i t h c h i l d r e n (5) 1 - 2 p e r s o n v a c a t i o n (6) L o n g c a m p i n g v a c a t i o n (7) S h o r t v a c a t i o n

The Segments

Organized (i) N = I 13 12 87 40 100 0 30 80

Children (4) N = 282

Overlap Between Segments*

Table 3

35 22 11 0 28 16 50

N=l18

(7) N = 280 62 48 53 8O 50 0 82

N = 76 0 12 3 30 16 26 0

Short

(5)

(6)

Long

1-2 persons

F"

r~ z >

z

< >

Z ¢.

©

VACATIONMARKETSEGMENTATION EVALUATION OF THE MARKET SEGMENTATION For u s a b l e s e g m e n t s to be developed, t h e s e g m e n t s s h o u l d m e e t a n u m b e r of conditions. T h e following evaluative criteria c a n be distinguished: m e a s u r a b i l i t y , accessibility, s u b s t a n t i a l i t y (Frank, M a s s y a n d W i n d 1972); c o n g r u i t y (Kollat, Blackwell a n d Robeson 1972); a n d v a r i a t i o n (Engel, Fiorillo a n d Cayley 1972). T h e s p o n s o r of t h e investigation, t h e Royal D u t c h T o u r i n g Club (ANWB), w i t h a b o u t 50% of D u t c h h o u s e h o l d s as m e m b e r s , considered t h r e e c o m p o u n d criteria to be of p a r t i c u l a r i m p o r t a n c e to t h e i r m a r k e t i n g strategy: t h e s e g m e n t s s h o u l d differ in individual a n d h o u s e h o l d c h a r a c t e r i s t i c s , t h e s e g m e n t s s h o u l d be of sufficient size a n d t h e size s h o u l d be stable over time, a n d t h e s e g m e n t s s h o u l d differ in t h e u s a g e of v a c a t i o n i n f o r m a t i o n a n d products. T h e findings w i t h regard to t h o s e r e q u i r e m e n t s will be dealt w i t h successively. T h e s e criteria correspond, respectively, w i t h m e a s u r ability, s u b s t a n t i a l i t y , a n d accessibility, as d i s c u s s e d in t h e mark e t i n g literature.

The Individual Household C h a r a c t e r i s t i c s Table 4 s h o w s t h e major differences b e t w e e n t h e s e g m e n t s in socioeconomic c h a r a c t e r i s t i c s a n d in o w n e r s h i p of c o n s u m e r durables r e l e v a n t to v a c a t i o n s . Age of housewife (or respondent) a n d t h e p r e s e n c e of c h i l d r e n in t h e h o u s e h o l d prove to be p a r t i c u l a r l y disc r i m i n a t i n g c h a r a c t e r i s t i c s . S e g m e n t s 1 (organized vacation), 5 (1-2-person vacation), a n d 7 (short vacation) c o n s i s t of h o u s e h o l d s w i t h one or two p e r s o n s , of w h i c h t h e h o u s e w i v e s or r e s p o n d e n t s are over 50 y e a r s of age. S e g m e n t s 4 (vacation w i t h children) a n d 6 (the long c a m p i n g vacation) c o n s i s t of y o u n g families w i t h children. S e g m e n t s 2 (the b e a c h vacation) a n d 3 (the d o m e s t i c vacation) did not differ significantly from t h e total s a m p l e of v a c a t i o n e r s w i t h respect to i n v e s t i g a t e d socio-economic c h a r a c t e r i s t i c s . Size a n d Stability T h e size of t h e s e g m e n t s a n d t h e stability of size over a four-year period ( 1 9 7 7 - 1980) are s h o w n in Table 5. T h e figures in t h i s table are o b t a i n e d by a p p l y i n g t h e s e g m e n t definitions of t h e 1980 vacations to the v a c a t i o n s of t h e y e a r s 1979, 1978, a n d 1977, as reported by t h e r e s p o n d e n t s in 1981. T h e relative size of t h e s e g m e n t s e a c h y e a r proves to be sufficient for m a r k e t i n g p u r p o s e s a n d proves to be fairly stable over time. T h e 52

1986 ANNALSOF TOURISM RESEARCH

OPPENDIJK VAN VEEN AND VERHALLEN

Table 4

The Individual and H o u s e h o l d Characteristics o f the Vacation Segments Total Sample Segment l--The Organized Vacation • Tent or caravan owners • Membership ANWB • O l d e r r e s p o n d e n t s (-> 5 0 y e a r s ) • Small families (i-2 persons) • Car owners

N = 1 1 3 (100%) 8,8" 43,4 57,5 43,4 59,3

S e g m e n t s 2, 3

N = 713 (i00%) 38,6 67,2 33,4 26,1 81,3

No d i f f e r e n c e

Segment 4--Vacation with Children • F a m i l i e s w i t h c h i l d r e n of 0 - 1 2 years • Y o u n g h o u s e w i v e s (< 4 0 y e a r s ) • Large families (-3 persons) • Wage-earner works

N = 2 8 2 (100%)

N = 7 1 3 (100%)

85,8 70,2 94,3 93,3

39,8 37,6 73,9 77,8

Segment 5-- i-2 Person Vacation • Single or older households (-35 y e a r s ) w i t h o u t c h i l d r e n b e l o w 18 years • O l d e r h o u s e w i f e (-> 5 0 y e a r s ) • Small families (1-2 persons) • Wage-earner not at work (anymore)

N=118(I00%)

Segment 6--Long Camping Vacation • Tent or caravan owners • Membership ANWB • Y o u n g (< 3 0 y e a r s ) • L a r g e f a m i l i e s (-> 3 p e r s o n s ) • Car owners Segment 7--Short Vacation • Tent or caravan owners • Membership ANWB • O l d e r (-> 5 0 y e a r s ) • Small families (i-2 persons) • Car owners

N--713{I00%}

65,3 66,9 52,5

39,1 39,7 26, I

32,2

22,2

N = 7 6 (100%) 85,5 89,5 36,8 86,8 93,4

N = 7 1 3 (100%) 38,6 67,2 25,5 73,9 81,3

N = 2 8 0 (100%) 16,4 58,9 42,1 33,6 77,1

N = 7 1 3 (100%) 38,6 67,2 33,4 26, I 81,3

"All reported percentages differ significantly (p < .01) from the mean.


53

VACATION MARKET SEGMENTATION

Table 5

S t a b i l i t y in S e g m e n t S i z e Year

1980

1979

1978

1977

N= Segments

713 (100%)

(1 ] O r g a n i z e d v a c a t i o n (2) B e a c h v a c a t i o n (3) D o m e s t i c v a c a t i o n (4) V a c a t i o n w i t h c h i l d r e n (5) 1 - 2 P e r s o n v a c a t i o n (6) Long c a m p i n g v a c a t i o n (7) S h o r t v a c a t i o n

15,8 a 27,1 13,9 39,6 16,5 10,7 39,3

14,0 29,8 11,6 40,3 15,5 9,0 35,1

12,0 28,0 12,9 38,0 16,9 14,1 34,5

15,2 26,8 8,6 40,8 16,9 9,8 36,9

(8) No v a c a t i o n

30,1 b

31,6

35,2

41,9

698 661 (100%)(100%)

593 (100%)

a Percentage of the number of vacationers that year. b Percentage of the total sample (N = 1020).

r e l i a b i l i t y of t h e s e g m e n t a t i o n p r o c e d u r e s is a l s o e x p r e s s e d i n t h e e x t e n t to w h i c h t h e c o n s u m e r b e l o n g s t o t h e s a m e s e g m e n t o v e r t i m e . T h i s s t a b i l i t y a t t h e l e v e l of t h e i n d i v i d u a l c o n s u m e r is s h o w n i n T a b l e 6. A f a i r d e g r e e of s t a b i l i t y p r o v e d t o e x i s t , w i t h i n s t a b i l i t y mainly caused by individuals who did take a yearly vacation before

Table 6

Stability of Segments on the Individual Level a

T y p e of S t a b i l i t y

1980

1979

1978

1977

N of V a c a t i o n (713 = 100%)

4x S a m e s e g m e n t

A

A

A

A

32,8%

3x S a m e of w h i c h o n e is 1980

A A A

A A B

A B A

B A A

21,6%

A

B

B

B

I 1,5%

A A A

A B B

B B A

B A B

13,7%

3x S a m e a n d different from 1980 2x S a m e a n d 2x o n e particular other segment

a 1 9 8 0 - - y e a r of reference. Deviations from vacation pattern (A) are denoted as (B). 54


Cj]

c)

:>

©

©

> z z >

oo

Table 7

I • Facilities for children P • No d i f f e r e n c e s I • Facilities for children P • No d i f f e r e n c e s I • No d i f f e r e n c e s P • International camping carnet • Camping and hotel guides I • No d i f f e r e n c e s P • International camping carnet • Camping and hotel guides

(5) 1 - 2 P e r s o n v a c a t i o n (N = 118)

(6) L o n g c a m p i n g v a c a t i o n (N = 76)

(7) S h o r t v a c a t i o n (N = 2 8 0 )

route documents checques, valuta insurance credit card insurance credit card

(4) V a c a t i o n w i t h c h i l d r e n (N = 2 8 2 )

Travel Travel Money, Travel Travel Travel Travel

I• • • • • P • •

No d i f f e r e n c e s

(3) D o m e s t i c v a c a t i o n (N = 9 9 )

(2) B e a c h v a c a t i o n (N = 193)

Service and guidance during trip and stay Excursion possibilities Cost of vacation P r o g r a m s of t r a v e l o r g a n i z a t i o n

(I) O r g a n i z e d v a c a t i o n (N = 113) I• • • P •

Kind of Information

Segment

(I} a n d P r o d u c t s (P)

The Information and Product Usage o f the S e g m e n t s

I,3 9,7

53,7 52,2

0,9

41,0

17,2 1,1 1,1 12,6 4,6 12,5 5,0

26,7 43,8 63,8 62,1

% of Segment

14,2 20,8

14,2 20.8

19,2

19,2

37,2 32,6 30,9 47,0 32,0 46,8 36,5

6,0 18,8 27,5 22,8

%of Total

z

>

z

< > z