Going on vacation
Typology of participants
Čerman, Hložánek

Disclaimer
oTypology of participants in going for vacation (The Typology) is an analytical thesis of the
market research company Super Survey, Inc.
o
oThe purpose of the thesis was assigned by Earth Tours Travel Agency, Inc.
o
oThe Typology refers to the Czech Republic citizens’ behaviour and choices, which are related to
the phenomenon of going on vacation.
o
oSource data is the data of National research of consumption, media and lifestyle MARKET & MEDIA &
LIFESTYLE TGI ČESKÁ REPUBLIKA, 1st quarter of 2004.
o
oThe respondent group is a sample of czech citizens from 12 to 70 years of age, which makes
approximately 79% of the Czech Republic inhabitants (Source: Public database of ČSÚ).

Brief Summary of used methods
oOn the basis of the results of factor analysis, 4 representative variables were chosen from the
source data file.
o
oFor the Typology creation, the method od cluster analysis on the basis of chosen variables was
used.
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oThe five created clusters were subsequently subjected to statistical procedure of adjusted
residuals, by means of which their individual characteristics were described.
o
oAny details can be found in the separate technical supplement.

Distribution of individual clusters



Type 1
Conservative pensioner - Couch Potato
oGenerally
nHe does not like to travel. If he has to, he prefers to arrange everything himself.
nFor him, nice vacation is not an important value.
o
oTravel Agencies
nHe is the biggest critic of travel agencies and trusts them even less.
o
oIdeal vacation
nAt home
o
oInfluences
nHe is not susceptible to holyday-advertising, as he is not interested in going for a vacation.

Type 1, additional information
oMost of the respondents of this group live alone or with a partner. Children usually do not live
with them, if they have any.
o
oIt is a group with the lowest income, often depending on social benefits.
o
oThese people mostly live in a small city or a village in Southern Bohemia or Southern Moravia.
o
oAmong all the various types, this is the type with the largest number of people above 50, 60 and
70 years, pensioners are also noticeably overrepresented.
o
oMost of these people are have lower secondary education with a certificate of apprenticeship.
o
oApproximately 1,900,000 members of this type.

Type 1
00000staří


Type 2
Wannabe vacationer
oGenerally
nHe likes to travel but does not travel very often, he does not like to organize the vacation
himself.
o
oTravel agencies
nHe considers the service of travel agencies to be good, he uses them, if he can.
o
oIdeal vacation
nHe does not have a favourite vacation place, he likes to try something new, preferably a place
outside Czech Republic where he does not have to take care of anything and just enjoy himself.
o
oInfluence
nUsually he is not susceptible to advertising, but he uses the travel calatalogues to find a place
for vacation, or at least dream about it.

Type 2, additional information
oPurchasing power of this group is subjectively low. These people usually do not take loans. The
purchasing power of this group has potential to grow though.
o
oLower income, relatively large representation of respondents without any income.
o
oAverage respondent of this group has a basic or secondary education.
o
oWomen are slightly more represented than men.
oLarge representation of youth in the age from 12 to 19 years.
o
oApproximately 2,000,000 members of this group.

Type 2
wannabe


Type 3
Successful and demanding vacationer
oGenerally
nHe loves travelling. Nice vacation is important for him.
nOn a vacation, he wants to get to know new places and meet new people.
o
oTravel agencies
nHe considers the services of travel agencies to be outstanding and he likes to use them to the
fullest.
o
oIdeal vacation
nAn exotic vacation abroad, something completely different than last time.
o
oInfluence
nHe makes his holiday decisions according to the catalogues of travel agencies and also draws
inspiration from the media and internet.

Type 3, additional information
oGenerally it is a type, which likes change, is interested in other cultures and is the most
liberal of all the various types.
oThey usually live in a household of four people. (2+2)
oFinancial conditions of this type are very good, there is a high number of households with monthly
income higher than 100,000 Czech crowns. This group contains the greatest numer of various private
business professions. The phenomenon of going for vacation more times a year is also
overrepresented.
oThese respondents have a tendency to spend money without greater consideration.
oIn education, there is the largest representation of college graduates. People with secondary
education, who have passed the secondary school leaving exam are also a significant part of this
group.
o
oThis inhabits mostly cities, often with more than 100,000 inhabitants.
oAs far as the age is concerned there is in the smallest representation of people over 70 years.
o
oApproximately 800, 000 members of this type.

Type 3
Rich_Family_Group72


Type 4
Backpacker enthusiast
oGenerally
nHe likes to travel, preferably on foot with a backpack on his back.
nHe has got a favourite place where he goes repeatedly, but he also likes to go to new places and
meet new people.
o
oTravel agencies
nHe is afraid of travelling with travel agencies, partly due to the threat of their bankrupcy.
Generally he prefers not to go with a travel agency.
o
oIdeal vacation
nHe likes to take a backpack and go to a region in Czech Republic, which he finds the most
interesting in terms of natural environment, or where he has never been before.
o
oInfluence
nNo significant media influences, he rejects mass advertising.
nHe is socially and environmentally oriented though, and this fact can influence his decisions in
choosing his holiday location.

Type 4, additional information
oMore of a conservative type, he values family cohesion.
oHe is interested in environmental issues.
o
oThe income of most people in this group is 20 – 25 thousand Czech crowns for the whole household.
o
oThis group includes the highest number of single people.
oThe youngest group, most respondents are from 12 to 39 years old.
oThe largest representation of students.
o
oApproximately 2,100,000 members of this type.

Type 4
2124603523_d760d059c2


Type 5
Undemanding and satisfied traveller
oGenerally
nThis is a type, which likes to go for a vacation and prefers to organize it himself.
nHe often has a special favorite place for vacation.
o
oTravel agencies
nHe does not have anything against travel agencies, but they still prefers not to use their
services.
o
oIdeal vacation
nHe likes to go to his weekend house, which is often a secluded dwelling outside the civilization,
where he spends his free time by relaxing and devoting himself to his favorite activities.
o
oInfluence
nHe uses internet as a source of information, but he is not very susceptible to advertising.

Type 5, additional information
oHe is a liberal, thoughtful type.
oHe is interested in culture and art.
o
oHouseholds of one person without children have the largest representation in this group.
o
oHe has subjectively enough finance for his ideal vacation, he generally considers his household to
be rich.
o
oHe has got better-than-average education and income.
o
oApproximately 1,000,000 members of this type.
o

Type 5
English_cottage_homeowner_Jerry_Bonner


Summary of the types
oConservative pensioner - Couch Potato, 24%
ndoes not like to travel
ndoes not use the services of travel agencies
nconservative, sparing
o
oWannabe vacationer, 26%
nwould like to travel, but he lacks the purchasing power
nlikes travel agencies, dreams about exotic vacations where everything is taken care of
o
oSuccessful and demanding vacationer, 10%
nreally likes to travel, travels a lot
nrespected customer of travel agencies, used to fulfilling his dream about a perfect vacation
o
oBackpacker enthusiast, 27%
nloves travelling about in the Czech Republic on his own
nnot in favour of travel agencies, independent type of an outdoor-enthusiast
o
oUndemanding and satisfied traveller, 13%
nlikes to travel to proven places
ndoes not use travel agencies, satisfied with his vision of relaxing vacation at his weekend-house

Endnote
o
oThe number of specific cluster members is estimated according to the 31/12/2004 census and
according to total cluster-coverage, which makes approximately 97% of the research sample.
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oStatistical data can be found on a separate supplement.
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oThank you for your attention.
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