Segmenting the Travel Market Based on the Tourists' Need for Novelty

Abstract

This study examines segmentation of the Mediterranean travel market based on 450 European subjects who visited Mediterranean destinations during 2009. Using cluster, chi-square, and analysis of variance, the results indicated that travelers can be grouped into three segments based on novelty-seeking behavior. Significant differences were found between the three segments regarding age and travel companions, as well as previous visit status. The results also demonstrate significant differences across the three segments in terms of revisit intentions, with the low-novelty seeking group exhibiting the highest likelihood of returning, followed by medium-novelty seekers. High novelty seekers displayed the lowest propensity to return to a destination. The findings present new insights on tourist segments, in general, and in Mediterranean destinations in particular, providing an effective tool to segment the travel market based on novelty-seeking behavior. The findings also emphasize the need for both tourism scholars and practitioners to consider novelty when segmenting and profiling market segments, as novelty was found to influence revisit intention.