TARGETING VACATION TRAVELERS: DO THOSE WHO PLAN THEIR BUDGETS MAKE ATTRACTIVE TARGET MARKETS?

摘要

For firms targeting vacation travelers, the issues of whether people budget and how they pay forrnvacations are significant. Should firms target people who pay vacation expenses over time, or marketrnlow-budget packages?rnThe results of this study found that most respondents save money for their vacations and spent what theyrnexpected. Nearly half they took at least four months to pay off their credit cards. Firms targetingrnvacation travelers may not want to use a strategy of offering low-priced packages expecting customers tornblow their budgets once they arrive at their destinations. Firms need to be concerned about possiblerndissonance created when customers pay off credit card debt long after the benefits of the vacations haverndissipated.