Premium
Segmenting the Business Traveler Based on Emotions, Satisfaction, and Behavioral Intention
Author(s) -
Millán Angel,
Fanjul María Luisa,
Moital Miguel
Publication year - 2016
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20856
Subject(s) - trips architecture , business travel , valence (chemistry) , feeling , tourism , market segmentation , psychology , marketing , sample (material) , work (physics) , task (project management) , business , advertising , social psychology , computer science , management , mechanical engineering , chemistry , physics , parallel computing , political science , economics , law , engineering , chromatography , quantum mechanics
As travel is part of their work, business travelers are assumed to be focused on carrying out a work‐related task, rather than feeling emotionally stimulated during their trip. Due to this belief, there is limited research on consumer emotions within this segment of the travel market. However, not only is business travel an experience and therefore it involves emotions, but many business trips have a strong leisure component and business travel decision making is often emotionally charged. This paper segments the business travel market based on emotions, satisfaction, and behavioral intention. Using a sample of 400 managers in small‐ and medium‐sized companies, the study demonstrates that the relationship between emotions and satisfaction is not unidirectional as far as business tourism is concerned. For two of the four segments, the valence of emotions translated into an opposite level of satisfaction/intention. The segments were found to differ in personal and trip‐related variables.