Member segmentation of vacation travel club: price sensitivity and member status

Bo Hu Ferns, Ruomei Feng, Siu-Ian So and Alastair M. Morrison

International Journal of Revenue Management, 2010, vol. 4, issue 3/4, 284-305

Abstract: For membership programmes, segmentation is an important marketing tool to define groups who share common characteristics and values. An efficient segmentation of members can positively benefit the development of member relationships. With a vacation travel club as the empirical environment, this study found two efficient member segmentation dimensions: price sensitivity (price-sensitive/price-insensitive) and member status (first-time member/repeat member). The identified 2&multi;2 segments were significantly different in attitudes to memberships, demographics and member characteristics.

Keywords: membership programmes; member segmentation; price sensitivity; status; vacation travel clubs; holidays; marketing; groups; common characteristics; common values; member relationships; empirical environments; first-time members; repeat members; USA; United States; price-sensitive; price-insensitive; demographics; revenue management; hospitality management. (search for similar items in EconPapers)
Date: 2010
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