The benefits realized from product use may differ widely for different market segments. The benefits experienced from traveling to the same vacation destination by three different national samples are reported. Canadian visitors most often reported rest and relaxation as the major benefit realized from their Hawaii visits, mainland Americans reported cultural experiences, andJapanese visitors reported family togetherness as major benefits realized. Different marketing positioning strategies are recommended for each national market segment based on the results of the study. Travel research on the benefits realized by different visitor markets is recommended.
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