Leisure Market Segmentation:

Abstract

Traditional segmentation schemes are often based on a grouping of consumers with similar preference functions. The research steps, ultimately leading to such segmentation schemes, are typically independent. In the present article, a new integrated approach to segmentation is introduced, which incorporates elements of traditional approaches, albeit in a new and innovative way. The new methodology and its potential managerial and policy relevance is illustrated using the Dutch initiative of reducing car use for leisure trips as an example.