Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
496
SEGMENTING THE MATURE TRAVEL MARKET BY MOTIVATION 
Yawei Wang 
Montclair State University 
Montclair, NJ, USA 
ABSTRACT 
The purpose of this study was to segment mature travelers based on their motivations and to profile the 
similarity and difference between mature travel market segments according to their demographic characteristics and 
travel preferences. A total number of 217 respondents (50+) in South Carolina, USA, were used in this study. An 
exploratory factor analysis and cluster analysis were performed to segment the mature travel market by 21 
motivation items. Three types of mature travelers were identified, namely, social, trophy, and novelty. They were 
significantly different regarding their travel intention within five years and the number of years they have lived in 
their present home.