Market Segmentation of Senior Traveler Using Leisure Lifestyle

The purpose of this study was to examine difference of senior travelers market. This study used leisure lifestyle as a segmentation measure to reflect the nature of leisure related situation. The study population was 1,674 persons aged 60 and over who were reside with Korea. Results on this study could be outlined as follows : First, senior travelers were segmented by five groups. Each group was named 'indifference to leisure', 'passive about leisure', 'work and family oriented', 'rational and personality seeker', and 'active and social-relation seeker'. Second, there were significant difference among groups in view of travel behavior and demographics. 'Indifference to leisure' and 'passive about leisure' were characterized by relatively old-aged, lower education level and income, and lower frequency of travel and travel spending than the others, and 'work and family oriented' was characterized by younger-aged, higher economic activity rate, and low frequency of travel but they tended to travel with their family, and lastly 'rational and personality seeker' and 'active and social-relation seeker' were characterized by higher education level and income, higher frequency of travel and travel spending, and higher satisfaction in their life. Third, the results partly supported 'Activity theory' and 'Exchange theory'