Purchase involvement of travel products and segmentation of travellers

This study examined the dimensions of purchase involvement of undergraduate students while planning a reading week trip and the segmentation of student travellers based on those dimensions. A 27-item modified purchase involvement scale developed by Slama and Tashchian (1985:72-82) measured the students' attitudes towards purchasing their reading week trip. The results were analyzed using principle component analysis and cluster analysis. The principle component analysis revealed eight dimensions of involvement. Furthermore, typologies of reading week travellers were developed using cluster analysis. The findings from this study suggest that there are three groups of student travellers: nonchalant; modestly discerning; and shrewd shopper.