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Psychographics: Static or Dynamic?
Author(s) -
Park JeongYeol,
Jang SooCheong Shawn
Publication year - 2012
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.1924
Subject(s) - psychographic , marketing , advertising , psychology , business
Plog has suggested that psychographics are determinants of travel patterns and preferences. However, given that satisfaction is an important factor determining revisit intention, this study questioned Plog's static model of psychographics. We proposed that allocentrics could have high revisit intentions if they are satisfied. Thus, this study attempted to verify whether Plog's psychographics are static or dynamic. Revisit intentions were compared among psychographics at different satisfaction levels, and the results showed that the revisit intention of allocentrics did not differ from psychocentrics when satisfied. The results provide evidence that psychographic segmentation may not be static, especially when satisfaction is considered. Copyright © 2012 John Wiley & Sons, Ltd.