Social and Behavioral Sciences Commons^™

Tell Me Who You Think You Are And I Tell You How You Travel : Exploring The Viability Of Market Segmentation By Means Of Travelers' Stated Personality: Insights From A Mature Market (Switzerland), Christian Laesser, Anita Zehrer

Faculty of Commerce - Papers (Archive)

People travel to different destinations for different reasons. In this study, we investigate the viability of market segmentation by personal traits (based on and exemplified by Jungian's MBTI variables) of travelers from Switzerland, by performing a data-driven a posteriori segmentation by means of k-means clustering. To identify the segmentation power of personal traits, this analysis is complemented with a multiple discriminant analysis as well as a number of contingency tests to identify differences between the segments. We identified four clearly definable segments, which differ in terms of the psychographic traits of the segment members but also in terms of some …