Cross-cultural segments in international student travel: An analysis of British and Chinese market
Authors: Xu, F., Morgan, M. and Moital, M.
Journal: Tourism Analysis
This article uses a global-centric approach to identify clusters of segments that cross national and cultural boundaries in the student travel market in the UK and China, a relatively underresearched area. Based on students' motivations of travel, the article uses cluster analysis on 523 questionnaires from students in the two countries. The results indicated five cross-national segments in the student travel market, namely; the conservatives, the enthusiasts, the adventurers, the fun seekers, and the learners. Significant differences among the five segments, in terms of their driven motivation and traveling preferences, were identified. The results suggested that underneath the superficial differences, British and Chinese students can be segmented into similar clusters. The results of the study provide an important understanding of the student market, contributing to focus the marketing efforts differently when attempting to target different segments cross national.