Member segmentation of vacation travel club: price sensitivity and member status
by Bo Hu Ferns, Ruomei Feng, Siu-Ian So, Alastair M. Morrison
International Journal of Revenue Management (IJRM), Vol. 4, No. 3/4, 2010

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.

Online publication date: Mon, 11-Oct-2010

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