Understanding US Traveler Behavior to Asian Countries: A Secondary Analysis Approach

Over the last few decades, US travelers have taken an increasing number of trips to Asian countries. Considering the strong growth of the Asian tourism market and the consistent growth in numbers of US travelers to Asian countries, an examination of these travelers to identify meaningful market segments can benefit Asian destination marketers in developing better marketing strategies. This study aims to conduct a distinctive analysis for segmenting the US travelers to Asia market through empirical examination. The study data set, obtained from a Travel Activity and Motivation Survey, identified three lucrative segments: ProTravelers, Safety Conscious Travelers and Traditionalists. The study presents the distinctive characteristics of the three segments and discusses managerial recommendations.