TY - JOUR
T1 - Travel Personae of American Pleasure Travelers: A Network Analysis
AU - Park, Sangwon
AU - Tussyadiah, Iis
AU - Mazanec, Josef
AU - Fesenmaier, Daniel
PY - 2010/8/1
Y1 - 2010/8/1
N2 - Travel style has been shown to be a useful concept for understanding travelers. In this study it is argued that the portfolio of trips (specifically, the portfolio of various trip styles) one takes can be used to describe his/her overall travel persona. Network analysis was used to examine the structural relationships between types of trips based upon the assumption that each travel style may be considered as a node, and its association with other travel styles may be represented by the links within the network. Analyses indicate that American travelers take on a wide range of different travel personae which, in turn, are related to their choices of places visited and their response to advertising materials. It was concluded that the framework provided by these findings along with new tools on the Internet offer the potential to develop highly personalized communications with existing and potential visitors.
AB - Travel style has been shown to be a useful concept for understanding travelers. In this study it is argued that the portfolio of trips (specifically, the portfolio of various trip styles) one takes can be used to describe his/her overall travel persona. Network analysis was used to examine the structural relationships between types of trips based upon the assumption that each travel style may be considered as a node, and its association with other travel styles may be represented by the links within the network. Analyses indicate that American travelers take on a wide range of different travel personae which, in turn, are related to their choices of places visited and their response to advertising materials. It was concluded that the framework provided by these findings along with new tools on the Internet offer the potential to develop highly personalized communications with existing and potential visitors.
U2 - 10.1080/10548408.2010.527246
DO - 10.1080/10548408.2010.527246
M3 - Journal article
SN - 1054-8408
VL - 27
SP - 797
EP - 811
JO - Journal of Travel and Tourism Marketing
JF - Journal of Travel and Tourism Marketing
IS - 8
ER -