This study examines segmentation of the Mediterranean travel market
based on 450 European subjects who visited Mediterranean destinations during
2009. Using cluster, chi-square, and ANOVA analyses, the results indicated that
travelers can be grouped into three segments based on novelty-seeking behavior
(high, medium, and low). Significant differences were found between the three
segments regarding age and travel companions, as well as previous visit status
(first or repeat trip). The results also demonstrate significant differences across the
three segments in terms of revisit intentions, with the low-novelty seeking group
exhibiting the highest likelihood of returning, followed by medium-novelty seekers.
High novelty seekers displayed the lowest propensity to return to a destination.. The
findings present new insights on tourist segments, in general, and in Mediterranean
destinations in particular, providing an effective tool to segment the travel market
based on novelty-seeking behavior. The findings also emphasize the need for both
tourism scholars and practitioners to consider novelty when segmenting and
profiling market segments, as novelty was found to influence revisit intention.
Implications are presented for managers of Mediterranean based organisations to
help them understand their market se