Are Luxury Travelers Alike? A Qualitative Means-End Segmentation Approach

This study proposes a qualitative means-end approach that considers both product preferences and personal values in segmenting the emerging luxury travel market. Many studies have treated this market as homogeneous, emphasizing luxury travelers' common characteristics. However, distinct segments of luxury travelers can be identified using this new approach. Soft laddering interviews with 30 Chinese luxury travelers revealed diverse levels of luxuriousness in travel modes (means) and various personal values associated with luxury travel (ends), such as status and family security. These differences segment the luxury travel market. Despite its limited sample size, this study empirically demonstrated the effectiveness of means-end segmentation. The results of this study provide a solid basis for future larger-scale studies and have practical implications for practitioners in the luxury travel market.