تقسیم بندی بهره مندی مسافران ژاپنی به ایالات متحده آمریکا و کانادا: انتخاب بازارهای هدف بر اساس سودآوری و ریسک بخش های بازار مستقل

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.

Many prior research efforts using similar methodologies have not differentiated Japanese pleasure travelers to the USA and Canada on the basis of benefits sought. Using factor-cluster analysis, this study produced three, non-homogeneous benefit-sought groups (novelty/nature seekers, escape/relaxation seekers, and family/outdoor activities seekers). Differentiated marketing strategies need to be applied to effectively appeal to each of these groups. Significant differences among the three groups were found for age, marital status, occupation, travel companions, number of people included in the travel party, season of trip, region, and type of trip. These socio-demographic and trip-related characteristic differences can help marketers develop the most effective strategies including product and service development, pricing, distribution channels, and advertising. Although the benefit segmentation applied in this study was effective and provided useful information for marketing, it is just one of many alternate segmentation bases for differentiating travelers. Future research on market segmentation should incorporate other variables such as activities and satisfaction. To further test the segment evaluation criteria proposed in this study, follow-on studies could explore international travelers of other nationalities and combine these with different segmentation bases. It is important that marketing strategies be developed by incorporating economic return on investment criteria. Marketing strategies that do not consider profitability and risk cannot be successful in the long term. This study thus attempted to establish quantifiable profitability and risk evaluation criteria to determine segment attractiveness and to assist with target market selection. The profitability and risk analyses revealed that Cluster 3 (family/outdoor activities seekers) was the largest market segment with the greatest potential appeal to mass marketers. Cluster 1 (novelty/nature seekers) was the most profitable segment and would be more attractive to smaller and niche marketers.