ABSTRACT
Communication channels as a segmentation base provide a way to understand what kind of information sources travelers use, and whether potential travelers in different groups vary in terms of sociodemographics, travel characteristics, media habits, and psychographic behavior. Using cluster analysis, four groups of communication channels are identified for United Kingdom long haul pleasure travelers: word-of-mouth, brochures/pamphlets, travel agents, and combination packages. Results show that this segmentation is viable and that implications exist for promotional strategies, distribution channels, and market positioning.
