Lifestyle Segmentation of the International Tourists: The Case of Singapore

Abstract

Many international studies on tourism have focused mainly on the attributes of the tourist destination. This study attempts to fill a missing link by clustering tourists through lifestyle variables. A total of 363 tourist responses were collected and cluster analysis identified 3 major lifestyle segments which can be categorised as budget world travellers, novelty seekers and general purpose tourists. While the study was conducted in Singapore, the methodology and findings can be applied to other countries.