Family Traveler Segmentation by Vacation Decision-Making Patterns

The VFR segment was identified as the most viable market for Kansas to pursue, and the segment generated three market segments, including intergenerational (ITG), business- mixed-with-pleasure (BMP) travelers, and visiting friends and relatives (VFR) travelers.

Abstract

The purposes of this study were to extend the scope of family vacation decision-making re- search by profiling various family vacation segments based on decision-making patterns, and to provide a systematic evaluation of the segments based on their profitability (i.e., expenditure per travel party and per person), accessibility (i.e., the degree to which a segment can be effectively contacted and served), and reachability (i.e., the extent to which a segment can be attracted by products/services offered). A total of 297 travelers, who visited one of the three Travel Information Centers (TIC) on the borders of Kansas and who considered themselves traveling as a family unit, participated in the study. Results of the study generated three market segments, including intergenerational (ITG) travelers, business- mixed-with-pleasure (BMP) travelers, and visiting friends and relatives (VFR) travelers. Based on the evaluation criteria, the VFR segment was identified as the most viable market for Kansas to pursue.