The uncommitted tourist
Hess, Theo and Vonk, Ted, Market Research Abstract from: Proceedings of ESOMAR Congress, Monte Carlo 1986

This paper describes a model, developed in The Netherlands, designed to give tour operators insight into: The number of tourists taking a foreign holiday in the following summer; the countries they will go to; the extent to which they will use tour operators. The model has been constructed from the results of: 1.Annual Holiday Surveys carried out by NIPO since 1970. Every September/October approximately 5000 people are interviewed about their holidays during the last 12 months and their holiday plans for the following year. Since 1980 a sub-sample has been drawn and 2 additional surveys carried out in February and immediately after the holiday season 2.DART continuous survey of package tours. Each week 2000 different households are interviewed during the NIPO omnibus about all the package tours they have taken during the past 12 months and are planning for the coming 12 months 3.Booking data compiled by NIPO for the 40 most important Dutch operators. Planning variables and historical holiday behaviour are discussed before presentation of the model. The importance of personal values in determining segments within the holiday market are stressed. The following specific domain values are identified: 1.sun and beach lovers 2.nature and culture seekers 3.passive recreationalists 4.spenders. The segments appear to have a strong influence on distribution by country and whether or not a package tour is chosen.