Hung Hom, Kowloon

The purposes of this study were to profile various family vacation segments based on decision-making types with demographic characteristics and travel behaviors and to provide a systematic evaluation of the segments based on their profitability, accessibility, and reachability. A total of 297 visitors, who considered themselves traveled as a family unit, of the three travel information centers (TIC) on the boarders of Kansas participated in the study. Results of the study generated three market segments, including intergenerational (ITG) travelers, business-mixed-with-pleasure (BMP) travelers, and visiting friends and relatives (VFR) travelers. Each segment was uniquely described based on its members demographic and travel behavior characteristics and decision-making modes. Based on the evaluation criteria of profitability, accessibility, and reachability, the VFR segment was identified as the most viable market for Kansas to pursue