Explorers versus planners - A study of Turkish tourists

This study explores a segmentation design to differentiate tourists according to their perceptions of online and offline information sources in the Turkish context. Further, it aims to describe the segments identified in terms of their personal traits and the characteristics of their chosen vacations. Using cluster analysis, two groups are identified: spontaneous explorers and risk-averse planners. Explorers show a more negative view towards information sources, are less concerned with risk, and exhibit a higher degree of involvement and exploratory tourism behavior. More females are present among the risk-averse planners, who also Usually travel via package tours and stay in four- or five-star hotels.