Segmenting the Group Tourist Heading for Warmer Weather

The aim of the study is to carry out a segmentation of motivations for tourists travelling on a pre-arranged tour heading for warmer weather. Employing a factor-cluster market segmentation approach, the study outlines four different clusters. “Active Sun and Family,” “Culture Patron,” “Experiencing,” and “Sun and Comfort.” Then the validity of the segments is further analyzed by investigating the choice of destination and activities the different segments engage in, and finally, differences in satisfaction, intentions to repeat the trip, and probability of engaging in word of mouth are evaluated. The results are discussed in view of marketing implications and future research is suggested.