When the U.S. economy experienced a downturn in 2008, an alternative to travel known as a “staycation” became popular. This study investigated the lifestyle profiles of staycation travelers by using Activities, Interests, and Opinions statements to segment staycation travelers. Because the largest percentage of staycations is taken by the Millennial generation, students at a university in northeastern Ohio were surveyed. An exploratory factor analysis revealed six factors followed by a cluster analysis, which revealed four clusters. Travel packages that hotels could create to market to members of the four clusters were created. Limitations and future research are discussed.
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James et al. (2016) studied this question.
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