Psychographics Are Meaningful ... Not Merely Interesting

While the term psychographics is subject to numerous interpretations, it is typically implemented through what has become known as Activity, Interest and Opinion (AIO) statements or measures. This article presents detailed demographic breakdowns of the responses to 10 travel- and vacation-related AIO statements. Further analysis of the interrelationships among these statements precedes some evidence that responses to these statements can be predictive of reported expenditures on entertainment, recreation, and vacations/vacation travel.