Modelling long distance pleasure travel mode using perceived modal attributes

Hume Winzar*, Phil Pidcock, Lester Johnson

*Corresponding author for this work

Research output: Contribution to journalArticle

4 Citations (Scopus)

Abstract

Modelling transport choice behaviour traditionally has been addressed using objective measures of attribute data: price, time, etc. The authors argue that actual brand attributes may not be a good casual influence on consumer choice of long distance tourism travel. Choice is more likely to Be a function of brand perceptions or brand image, which in turn is a function of past experience, expectations, promotional influences, family life stage and other personal factors. The authors re-examine data gathered in 1985 on tourist travel between Perth and Sydney or Melbourne, Australia; about 2400 miles. The authors model actual behaviour in terms of market share as a function of respondents’ perceptions of travel mode attributes using a customised Multinomial Logit program which develops separate explanatory models for identified market segments. Results demonstrate the improvement in predictability over non-segmented models. Implications for tourism operators in promotions, product design and market targeting are discussed.

Original languageEnglish
Pages (from-to)53-68
Number of pages16
JournalJournal of Travel and Tourism Marketing
Volume2
Issue number1
DOIs
Publication statusPublished - 13 Sep 1993
Externally publishedYes

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