Using Public Relations Segmentation for Audience Analysis: D ifferentiating Travel Behaviors among Generational Cohorts.

Using Public Relations Segmentation for Audience

Analysis:

Differentiating Travel Behaviors

among Generational Cohorts

Big thanks to…

Tennessee Dept. of Tourist Development for Funding this study!

Theoretical Frameworks

Sociology:

The study of human social behavior, especially the study of the origins, organization, institutions, and development of human society.

Analysis of a social institution or societal segment as a self-contained entity or in relation to society as a whole.

Generational Theory The notion of a group of people bound

together by the sharing of the experience of common historical events was first introduced by Karl Mannheim in the early 1920s.

(AKA: grandfather of

Generational research)

But ~ Not to be confused with…

J. Walker Smith, PhD Daniel Yankelovich

Karl Mannheim

“Sources of opposition, challenging existing societal norms and values and bringing social change through collection generational organization” (Edmunds & Turner, 2002)

1. Generational Site or Location

2. Generation as Actuality

3. Generational Units

Cohorts: Definition

Generational Cohorts:“The aggregation of individuals (within

some population definition) who experience the same event within the same time interval" (Ryder, 1959)

Public Relations: the management function that establishes and maintains mutually beneficial relationships between an organization and its key publics.

Market segmentation: the process of subdividing a market into distinct groups of consumers with similar needs, such that a subset of the market (a segment) can be selected as a target market and can be reached with a distinct marketing/communication mix.

Hypotheses

H1: Pleasure travelers can be differentiated among the generational cohorts they represent by means of attraction visitation.

H2 : Pleasure travelers can be differentiated among the generational cohorts they represent by means of activity participation.

MethodParticipants/Instrument/Administrative Procedures:

Sampling frame consists of visitors (age 18+) who stopped at various welcome centers throughout Tennessee.

Data were collected between April-Nov. 2007.

A self-administered survey method using a 5-page questionnaire was employed.

Cohorts defined (per: Census Bureau / Yankelovich)

Matures (1900 -1945) ~ to include WWII and Swing Generations

Baby Boomers (1946 -1964)~ to include leading/senior, core, and trailing boomers

(AKA: Gen Jones)

Generation X (1965 - 1976)Generation Y (1977 - 1995)~ AKA: Echo Boomers / Millenials

Internet Generation / Generation M (1995 - present)

Profile of Respondentsn = 1213 (usable questionnaires)

Generational Cohorts:

Matures (24%) years old: 62+

Boomers (44%) years old: 61-43

Gen X (21%) years old: 42-31

Echo Boomers (11%) years old: 30-12

Generation “M” (Multi-Media Generation)

years old: 11 and under (not included in this study)

Gender:Women: 45%Men: 53%

Married: 50%Not Married: 25%No answer: 25%

Education:High School only: 16%Some college, no degree: 22%Associates/Bachelors degree: 40% Masters Degree and beyond: 16%

Income:

Up to $49k: 25%

$50k-$89k: 50%

$90k+: 25%

Race:

Caucasian: 50%

African American: 25%

Other: 25%

Statistical AnalysesPrepped the data for analysis: Ran a factor analysis among (2) sets of

variables: activity participation and attraction visitation

Tested factors for reliability / then created the factors (for activities and attractions)

Collapsed age data into generational cohortsRan the statistical analyses:Submitted the factors and age cohorts to a

cross-tabulation analysis to test hypotheses

Factor #1: Outdoor Recreation (α = .82)BicyclingBoating/KayakingCampingFishingHiking

Factor #2: Individual Recreation (α = .86)GamblingGolfingHuntingMotorcyclingNightlife/DancingSocial Event/Family EventSporting Events (spectator)

Factor #1: Entertainment (α = .83) Amusement/Theme Parks Aquarium Convention/Conference Center Winery Zoological Park Motor SpeedwayFactor #2: Education

Factor #2: Education (α = .86)Historical/War LandmarkScience Center/Art Gallery/MuseumNational ParkNearby CityTN State Park

Addressing Hypotheses…H1: Pleasure travelers can be differentiated

among the generational cohorts they represent by means of attraction visitation.

Results: X2 (6, N=1,116) = 18.9, p = .004

(“Matures” indicate the highest degree of entertainment attraction visitation)

[SUPPORTED]

H2: Pleasure travelers can be differentiated among the generational cohorts they represent by

means of activity participation. Results: X2 (6, N=1,166) = 18.0, p = .002

(“Boomers” indicate the highest degree of individual recreation participation)

Results: X2 (6, N=1,166) = 21.1, p = .002

(“Boomers” indicate the highest degree of individual outdoor recreation participation)

[SUPPORTED]

Discussion• Public relations segmentation by means of

generational cohort analysis is a viable way –both from a marketing and statistical perspective – to examine and identify publics (audiences) and the characteristics particular to each age cohort.

• Baby boomers continue to dominate the market place…but we can not neglect the othe cohorts ~ especially if our destination has something special to offer them.

Implications Particular to this Study