Segmentation of Senior Motorcoach Travelers

This study was designed to identify distinct segments within the senior motorcoach traveler market. Data were collected from 817 motorcoach travelers aged 55 and older. A questionnaire containing 55 motorcoach tour selection attributes was used. Market segments were derived from factor and cluster analyses and verified by PC plots and discriminant analysis. Respondents were successfully divided into three groups based on motorcoach tour selection attributes. The dependents, sociables, and independents represented 51%, 19%, and 30% of the respondents, respectively. Thirteen tour selection attributes were identified as the discriminating characteristics among groups. The three market segments also had significantly different age, retirement status, education, and income. Appropriate marketing strategies were recommended for tour operators to target each segment effectively.