Activity-based segmentation of the outbound leisure tourism market of Saudi Arabia

Using an array of multivariate statistical methods (principal components, cluster, discriminant, and analysis of variance), this study empirically develops market segments for the outbound leisure travel market of Saudi Arabia based on respondents’ stated preferences for common vacation activities. Analysis of 455 responses to a structured survey reveals three main travel segments—conservatives, fun seekers, and variety seekers. Conservatives (older, married, and male respondents) have a profound dislike for entertainment-oriented activities; fun seekers (young, single, and female) prefer shopping and leisure activities, and variety seekers (middle aged, single, and female) like all vacation activities. Implications for destination marketers and tourism segmentation research are discussed.