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

Author

Listed:
  • Bo Hu Ferns
  • Ruomei Feng
  • Siu-Ian So
  • Alastair M. Morrison

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.

Suggested Citation

  • Bo Hu Ferns & Ruomei Feng & Siu-Ian So & Alastair M. Morrison, 2010. "Member segmentation of vacation travel club: price sensitivity and member status," International Journal of Revenue Management, Inderscience Enterprises Ltd, vol. 4(3/4), pages 284-305.
    • Handle: RePEc:ids:ijrevm:v:4:y:2010:i:3/4:p:284-305
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    Cited by:

    1. Anand Iyengar & Ketan Suri, 2012. "Customer profitability analysis an avant-garde approach to revenue optimisation in hotels," International Journal of Revenue Management, Inderscience Enterprises Ltd, vol. 6(1/2), pages 127-143.

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