This article reports an empirical test of the relationship between sociodemographic variables, benefits sought and subsequent vacation behavior. Thedatawereobtainedusing a questionnaire administered to consumers who requested the 1984 North Carolina Travel Information Packet. The results of the study supported two notions: that a relationship does exist between some sociodemographic variables and the benefits vacation travelers seek and that the benefits sought are in turn related to certain travel behaviors. The findings can be used in developing various segmentation strategies.
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