Applying Expenditure-based Segmentation on Special-Interest Tourists: The Case of Golf Travelers

Keywords

travel expenditure, market segmentation, golf travelers, destination marketing

Abstract

Given the growing competition among golf travel destinations and the increasing costs of managing and maintaining related facilities, it is important to investigate and understand the expenditure patterns of golf travelers. The results of this research provide useful information for golf destination marketers in the development of strategies to attract and retain golf travelers. This study uses an expenditure-based segmentation of golf travelers visiting a Southern Gulf region in the United States. The findings indicate that the heavy spenders exhibit clear spending patterns and are responsible for most of the sample’s total expenditures. The heavy spenders also are well differentiated along golfographic and tripographic measures, but not along sociodemographics and information sources used prior to the vacation. The article ends with an assessment of the contributions of the findings both to the literature on travel expenditure and to golf destination marketers.

Publication Date

10-6-2009

Original Citation

Shani, A., Wang, Y.C., Hutchinson, J., Lai, F. (2010). Applying Expenditure-Based Segmentation on Special Interest Tourists: The Case of Golf Travelers. Journal of Travel Research. 49(3), 337-350.

Number of Pages

337-350

Document Type

Article

Language

English

Source Title

Journal of Travel Research

Volume

49

Issue

3

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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