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Backpackers: The next generation?
Lifestyle segmentation
Tourism has been firmly situated within lifestyle segmentation studies of
consumer behaviour. Gonzales and Bello (2002, p. 67) have determined that
“there is a significant relationship between individuals’ lifestyles … and their
behaviour as consumers of tourism on leisure journeys”. These authors contend
that there are two principle methodologies used: segmentation based on
individuals’ way of life and outlook (attitude, opinions and interests [AOI]), or
segmentation vis à vis examination of the product individuals use – their
“consumption style”.
Several researchers have segmented tourists into different lifestyle groups
defined by their attitudes, interests and opinions to determine their preferred
travel motivations, experiences, activities, and travel styles (Cleaver & Muller,
2002; Patterson, 2002; Shoemaker, 1989, 2000; Thyne et al., 2004). Most of them
use slightly different nomenclature and AIO characteristics, however, that make
comparable analyses amongst the research difficult. But one study reviewed the
demographics and psychographics compiled by national research bases of
Boomers across four countries: the United States (76 million people), Canada (8
million), Australia (5 million) and New Zealand (1 million) and discovered that
there is much segment similarity across countries, and much segment disparity
within countries. Particular subsets of Boomers are attracted to particular travel
styles and experiences, characterised by similar education, socioeconomics, and
motivations (Cleaver et al., 2000, p. 276).
This thesis suggests that older backpackers also fit the parameters of a particular
baby boomer lifestyle segment that can be broadly applied across many source
countries for New Zealand. They are well educated and relatively well off
financially. They are travelling for the sake of discovery – to meet new people
and learn new things, and to satisfy their curiosity. They reject the conventional
idea of retirement and perceive of themselves as younger than their
chronological ages. As Silvers (1997, p. 303) comments, “today, almost half a
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