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Using a factor-cluster market segmentation approach, this study attempted to delineate the motivations of Japanese travelers who travel abroad for pleasure. Based on six delineated push motivation factors, cluster analysis was employed to identify similar respondents based on their motivations. The findings show that there are three distinct groups: sports seekers, novelty seekers, and family/relaxation seekers. Age and education variables were shown to be statistically significant among the three groups. The article concludes with market ing implications of the study results and suggestions for future research.
Cha et al. (Sat,) studied this question.