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How Can Rail Use for Leisure and Tourism Be Promoted? Using Leisure and Mobility Orientations to Segment Swiss Railway Customers

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  • Lisa Dang

    (Institute for Tourism and Mobility ITM—Mobility Competence Centre, Lucerne University of Applied Sciences and Arts, Rösslimatte 48, 6002 Lucerne, Switzerland)

  • Widar von Arx

    (Institute for Tourism and Mobility ITM—Mobility Competence Centre, Lucerne University of Applied Sciences and Arts, Rösslimatte 48, 6002 Lucerne, Switzerland)

Abstract

This study aims to explore how customer segments are characterised by leisure and mobility orientations. By means of a survey, Swiss rail customers’ socioeconomic and trip profiles as well as attitudes towards taking the rail in their leisure time were collected. Respondents were free to take part in the survey by telephone or online, resulting in 1235 full interviews. A principal component analysis followed by segmentation through cluster analysis was conducted to derive their socio-economic and trip profiles and collect data on their attitudes towards using rail in their leisure time. Five railway customer segments were established, each demonstrating typical leisure orientations and specific attitudes towards the use of rail in leisure time and on tourist trips. This paper contributes to understanding the salient preferences of each segment and provides transport companies with clear indications for developing market-oriented offerings.

Suggested Citation

  • Lisa Dang & Widar von Arx, 2021. "How Can Rail Use for Leisure and Tourism Be Promoted? Using Leisure and Mobility Orientations to Segment Swiss Railway Customers," Sustainability, MDPI, vol. 13(11), pages 1-19, May.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:11:p:5813-:d:559709
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    Cited by:

    1. Giovanni Peira & Agata Lo Giudice & Stefania Miraglia, 2022. "Railway and Tourism: A Systematic Literature Review," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-11, January.

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