%0 Journal Article
%T SEGMENTING THE U.S.A. NON-TRAVEL MARKET
%A Wayne W. Smith
%A Emily Fralinger
%A Stephen W. Litvin
%J Enlightening Tourism : a Pathmaking Journal
%D 2011
%I University of Huelva
%X Tourism marketers focus on understanding the many different segments that comprise their visitors. Understanding these segmentsĄ¯ 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.
%K Non-travel
%K travel motivations
%K segmentation analysis
%K ethnicity.
%U http://www.uhu.es/publicaciones/ojs/index.php/et/article/viewFile/1022/1654