Segmenting the Market for Winter Vacations

Abstract

This paper examines the value of market segmentation for a regional ski resort in New England. Customers from different user groups were surveyed along with a list of inquiries and a purchased list, and grouped according to their geographic location and stage in the family life cycle. An analysis of variance technique was used to determine if there were differences in preferences and trip behaviors between the various segments. The two approaches were also analyzed to determine if there were differences in family life cycles by region. It was concluded that the market segmentation approaches were both useful in determining differences between segments that can be helpful in target marketing and service design.