Segmenting Indian domestic tourists: preference-based latent profile analysis

Abstract

Generational differences in travel behavior have garnered scholarly attention due to their relevance in effective tourism management and destination marketing. While conventional wisdom assumes generational homogeneity, emerging research highlights intra-generational heterogeneity. Therefore, drawing from the theory of tourism consumption systems, the study aims to identify distinct profiles based on travelers’ preferences. A sample of 980 Indian domestic travelers from different generations (Baby boomers, Gen X, Gen Y, and Gen Z) was used. The latent profile analysis revealed four distinct profiles, namely, holistic travelers, rooted travelers, spirited travelers, and seasoned social wanderers. Multinomial logistic regression was performed to determine the association between profile membership and demographic variables. The study findings are useful for marketers to segment customers beyond generations and more precisely using their travel preferences.