A new model for airport passenger segmentation

Harrison, Anna, Popovic, Vesna, & Kraal, Ben J. (2015) A new model for airport passenger segmentation. Journal of Vacation Marketing, 21(3), pp. 237-250.

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Abstract

Recent changes in the aviation industry and in the expectations of travellers have begun to alter the way we approach our understanding, and thus the segmentation, of airport passengers. The key to successful segmentation of any population lies in the selection of the criteria on which the partitions are based. Increasingly, the basic criteria used to segment passengers (purpose of trip and frequency of travel) no longer provide adequate insights into the passenger experience. In this paper, we propose a new model for passenger segmentation based on the passenger core value, time. The results are based on qualitative research conducted in-situ at Brisbane International Terminal during 2012-2013. Based on our research, a relationship between time sensitivity and degree of passenger engagement was identified. This relationship was used as the basis for a new passenger segmentation model, namely: Airport Enthusiast (engaged, non time sensitive); Time Filler (non engaged, non time sensitive); Efficiency Lover (non engaged, time sensitive) and Efficient Enthusiast (engaged, time sensitive). The outcomes of this research extend the theoretical knowledge about passenger experience in the terminal environment. These new insights can ultimately be used to optimise the allocation of space for future terminal planning and design.

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ID Code: 82909
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: airport, passenger, experience, terminal, segmentation, airport enthusiast, efficiency lover, time filler, efficient enthusiast, design, planning
DOI: 10.1177/1356766715571390
ISSN: 1479-1870
Subjects: Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000)
Divisions: Current > Schools > School of Design
Current > QUT Faculties and Divisions > Creative Industries Faculty
Copyright Owner: Copyright The Author(s) 2015
Deposited On: 01 Apr 2015 01:24
Last Modified: 22 Feb 2016 18:00

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