Determining Tourist Role Typologies: An Exploratory Study of Singapore Vacationers

This article examines the segmentation of Singapore vacationers visiting overseas destinations. Of the 150 respondents who participated in the study, it was found that they could be effectively classified into four tourist roles across the novelty-familiarity continuum. Each tourist role possessed different trip characteristics and attached varying degrees of importance to vacation activities. However, with respect to their sociodemographic profiles, all the tourist roles were fairly homogeneous, thus reiterating the need for a more discerning basis of segmentation. Implications and strategies to reach the various tourist types are discussed.