Segmentation by Travel Related Risks: An Integrated Approach

This study took an integrated approach toward traveler risk segmentation by including psychological and behavioral variables together in the one study. This is an important first step to develop interventions targeting risk segments. A total of 864 respondents were surveyed in an Australian airport departure lounge. The results showed travel behavior and risk reduction strategies as the most significant model predictors. Three segments were identified including a higher-risk segment was found to comprise mostly older, visiting friends and relatives (VFR) travelers on repeat visits. Implications for developing more effective communication interventions are provided and future research directions are proposed.