Psychographic Segmentation of Tourists as a Predictor of Their Travel Behaviour:

Abstract

Psychographic segmentation in tourism marketing research can be an important tool in ascertaining why tourists choose destinations and what are their expectations and perceptions of a holiday experience. This paper describes the psychographic segmentation procedures with special emphasis on the Asia-Pacific market and its relevance to Australia as a destination. The concept of psychographics is illustrated with a case study based on the Korean tourist visiting Australia. The benefits of utilizing this procedure in tourism marketing strategies is presented. It could assist Australian tourism industry marketing strategists in ascertaining their potential market and in developing competitive strategies and products specifically geared for the Asia-Pacific region.