The purpose of this research is to identify the different types of travel decisiorr patterns iii the japanese travel market. In contrast to previous studies, a multi-stage segmentation base (travel philosophy — travel benefit sought - travel product preference) ivas used to identify six decision groups of Japanese travellers. The results showed that travel decision pattern segmentation is a viable segmentation approach. Implications of the findings are discussed for this important area.
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6.
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11.
Cha, S., McCleary, K.W. and Uysal, M. (1995) 'Travel Motivations of Japanese Overseas Travelers: A Factor-cluster Segmentation Approach', Journal of Travel Research, Vol. 34, No. 1, pp. 33-39..
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13.
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17.
Moscardo et al., ref. 2.
18.
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MFCL, ibid.
20.
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21.
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Ibid.
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MFCL, p. 3.
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27.
Tatham, R.L. and Dornoff, R.L. (1971) 'Market Segmentation for Outdoor Recreation', Journal of Leisure Research, Vol. 3, Winter, pp. 5-16; Gitelson, R.L. and Kerstetter, D.J. (1990) 'The Relationship Between Sociodemographic Variables, Benefits Sought and Subsequent Vacation Behavior: A Case Study', Journal of Travel Research, Vol. 28, No. 3, pp. 24-29; Cha et al., ref. 11.
