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Zwischen Reisemotivation und Reisebarrieren: Analyse von Urlaubseinstellungstypen in neun westlichen Ländern nach fast zwei Jahren Corona-Pandemie

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  • Köchling, Anne

Abstract

Marktsegmentierungen und sich daraus ergebende Urlaubertypologien helfen Anbietern touristischer Leistungen, heterogene Nachfragemärkte zu strukturieren sowie relevante Zielgruppen zu identifizieren und diese passgenau anzusprechen. Vor dem Hintergrund viel diskutierter psychologischer Effekte der CoronaPandemie auf die Einstellung zu Urlaubsreisen wird in diesem Working Paper eine Urlaubertypologie auf Basis einer möglicherweise veränderten Reisemotivation einerseits und der Wahrnehmung intrapersoneller Reisebarrieren (z. B. Risikowahrnehmung) andererseits vorgestellt. Die Analyse wurde auf Basis von Ende 2021 erhobenen, repräsentativen Daten aus insgesamt neun westlichen Staaten durchgeführt (n = 11.003). Mittels multivariater Analysemethoden konnten insgesamt fünf Corona-Urlaubseinstellungstypen identifiziert und hinsichtlich ihres Reiseverhaltens sowie coronabedingter Strategien für zukünftige Urlaubsreisen beschrieben werden. Des Weiteren wurde die Relevanz (Clustergröße) der fünf Typen je Land ermittelt und verglichen, so dass sich im Zusammenspiel aller Erkenntnisse strategische Hinweise zur Produktentwicklung und Kommunikation in den untersuchten Ländern ergeben.

Suggested Citation

  • Köchling, Anne, 2022. "Zwischen Reisemotivation und Reisebarrieren: Analyse von Urlaubseinstellungstypen in neun westlichen Ländern nach fast zwei Jahren Corona-Pandemie," Working Paper Series 2, Deutsches Institut für Tourismusforschung, Fachhochschule Westküste.
    • Handle: RePEc:zbw:ditfwp:280142
    DOI: 10.48590/aws8-3k42
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    References listed on IDEAS

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