Joseph T. O’Leary

Benefit segmentation of Japanese pleasure travelers to the USA and Canada: selecting target markets based on the profitability and risk of individual market segments.

Abstract Many previous research studies have offered alternative approaches to segmenting travel markets, but few have provided any decision rules for selecting target markets. This study used factor-cluster analysis to define three benefit-based segments of the Japanese outbound travel market (novelty/nature seekers, escape/relaxation seekers, and family/outdoor activity seekers). The demographic and trip-related characteristics of these markets were compared. Four criteria were then used (profitability, risk, risk-adjusted profitability index, and relative segment size) to reach a decision on the choice of the optimum target market.

Understanding travel expenditure patterns: a study of Japanese pleasure travelers to the United States by income level.

Abstract Japanese travelers have been one of the largest groups of travelers to the United States. Given the importance of Japanese travel, an understanding of expenditure patterns is vital to travel organizers and destination marketers. Using the 1997 In-Flight Survey data, this study profiled Japanese pleasure travelers by income level and investigated the determinants of travel expenditure in the US. Marketing implications were drawn from the findings. Several socio-demographic and trip-related variables including age, occupation, travel companion, number of nights spent in the US, and repeat visit were found to significantly contribute to explaining expenditure variations. The findings should be useful to tourism marketers for a better understanding of Japanese pleasure travelers and travel consumption behavior in the US.

Tourist shopping preferences and expenditure behaviours: The case of the Taiwanese outbound market

Using data from the 1999 Survey of Taiwanese Outbound Travellers, this research quantitatively examined tourists’ shopping preferences and behaviours in relation to their socio-demographic characteristics and trip attributes. Results indicated that travel purpose, travel style, age and gender were significant factors influencing the amount of money travellers spent on shopping and the items that they preferred to buy. Such understanding affords destinations and retail businesses practical knowledge useful for destination marketing, product development, retail merchandising and customer service. Basic questions can be addressed more confidently, such as what the most popular items for a well-defined demographic group are, and what factors can be used to predict the spending level of tourist shoppers.

Predictors of tourists’ shopping behaviour: Examination of socio-demographic characteristics and trip typologies

While the importance of tourism shopping is widely recognised and tourism destinations are aware of the contributions of shopping, there is still little known about the actual behaviour and expectations of tourists, and what influences their preferences and behaviours. Previous research findings consistently indicate that certain associations exist among age, gender and trip typology or trip activity profiles with tourists’ shopping behaviours and preferences. Therefore, the current study examines the effectiveness of age, gender and trip typology as predictor variables for tourists’ shopping behaviours. Shopping behaviours are examined by tourists’ actual involvement in five different categories of ‘shop or browse’ activities. The results indicate that there are distinct groups prevalent in certain categories of shopping activity participation and age, gender and trip typology are significant factors influencing the preference patterns in certain categories of shop or browse activities. Therefore, trip typology, age and gender can serve as useful indicators for configuration of tourist shopper consumer profiles, and the implications are suggested. Better information about patterns and predictor factors of tourist shopping behaviour can lead to improved planning, marketing and management of sales, expenditures and opportunities in the industry.

Does the Visiting Friends and Relatives’ Typology Make a Difference? A Study of the International VFR Market to the United States

Using data from the In-Flight Survey of International Travelers for 1997, this study analyzed international visiting friends and relatives’ travelers (VFRs) to the United States. Three of the factors in an initial typology of VFRs were tested for their effects on travel expenditures. These typology factors (sector, scope, accommodation used) were found to have a significant influence on the expenditures of international VFRs to the United States. VFRs for whom VFR was the main travel purpose differed in their spending patterns from those for whom it was a secondary purpose. VFRs who used commercial accommodation had different expenditures from those who exclusively stayed in private homes. VFRs from individual countries differed in travel expenditures. Besides partially validating the typology, this study determined that international VFRs made substantial use of commercial accommodation and had significant expenditures on food and beverages, transportation, gifts and souvenirs, and entertainment.

The Effects of Household and Trip Characteristics on Trip Types: A Consumer Behavioral Approach for Segmenting the U.S. Domestic Leisure Travel Market:

This study examined the effect of income, travel expenditures, and demographic, socio-cultural, and trip-related characteristics on four trip types of the U.S. households. Using data from the U.S. Consumer Expenditure Survey, it was found that households with different trip types varied in their income, demographic, and sociocultural and trip-related characteristics, and exhibited different expenditure patterns on their taking of pleasure/personal trips. The results emphasized the importance of trip type as a key measure for segmenting the U.S. travel markets.

Do psychographics influence vacation destination choices? A comparison of British travellers to North America, Asia and Oceania

Using national survey data on the long-haul pleasure travel market in the UK, this study compared British travellers bound for Asian, North American and Oceanic destinations on three different psychographic dimensions. Significant differences were found among the three travel groups in trael philosophies, travel benefits sought and destination attribute preferences. In contrast, demographic and socio-economic variables were found to be ineffective in differentiating the British travellers. The research findings provided further empirical evidence of the valuable role that psychographic factors, such as attitudes and preferences, can play in understanding travel decision making. The results also indicated that destination areas should identify the benefits and attributes that are most highly valued by travellers from key countryof-origin target markets. Furthe, the study suggested that there was good reason for closer marketing alliances among individual countries within a region. Within each of the three broad travel regions reviewed in this study there existed more homogeneity, while between regions there appeared to be more heterogeneity in the psychographic variables.

Chinese travellers to the United States — An emerging market

The study was designed to achieve a twofold objective. It examined the demographic and socioeconomic characteristics and trip-related attributes of outbound Chinese travellers to the United States. This particular market was then compared with Chinese visitors bound for nine Asia-Pacific countries and regions designated by the Chinese government as leisure travel destinations, and Chinese visitors to Japan and Western Europe. The purpose was to provide a profile of the US-bound Chinese market and identify a number of characteristics and attributes that significantly differentiated it from the other markets.

Noncommercial Fish Consumption and Anglers at Risk

From 1997–1998, the authors carried out Indiana’s first statewide survey of noncommercial fish consumption. The research focused on the health of Indiana residents who were catching and consuming sport fish, because no baseline data were previously available on the issue. This article explores analysis options and problems associated with understanding health risks. The original data were reanalyzed based on current recommendations from state fish consumption advisories, which provided a threshold value of 30.24 grams per day. Attention is given to the results from two surveys used to identify angler groups at risk in the state. The data highlight the analysis potentials and limitations that can be overcome in future surveys.

Data Management in Tourism: Chaotic and Quixotic

Large quantities of data continue to be collected describing many facets of travel and tourism. These new data are layered on top of extensive collection efforts of the past causing claims of data overload and information and knowledge underload. Using travel demand data and examples from throughout the world, this paper discusses issues and problems encountered at various levels in utilizing data. Further, it points out alternative ways in which these data might be managed to create a knowledge management framework.