An Empirical Stud of Heavy Users of Travel Agencies

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Abstract
Heavy users are important to marketers of many goods and services. The purpose of this study is to present a profile of the heavy user of travel agencies to demonstrate the usefulness of this approach in market segmentation and strategy development in the vaca tion travel industry. Data from 185 adult consumers show that frequent users of travel agents for vacation travel are more involved, more innovative, more knowledgeable, and more likely to be opinion leaders than less frequent users. In addition, the heavy-user segment takes more trips and gathers more information about vacation travel from television, newspapers, magazines, books, and travel shows. Implications for marketing strategy and suggestions for future research are derived from the findings.

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