Congratulations to Emily on her first publication!
This is a fun article examining people who do not travel. You can read the entire article here.
SEGMENTING THE U.S.A. NON-TRAVEL MARKET
ABSTRACT
Tourism marketers focus on understanding the many different segments that comprise their visitors. Understanding these segments’ motivations for travel is important in order to motivate repeat visitation and to attract like-minded consumers to visit. But how about those who do not travel? This surprisingly large percentage of the population is a lost opportunity for the industry. The research that follows, based upon a very significant USA-based sample of non-travelers, suggests that non-travelers can be effectively segmented and targeted. Understanding these segments will better allow vacation marketers to craft their product and their message, hopefully bringing more travelers to the mix.
KEY WORDS
Non-travel; travel motivations; segmentation analysis; ethnicity.
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