Another finding indicates that advertising campaigns on totally different promoting media types may need completely different outcomes when focusing on totally different activities. Originality/value Leaning on the foundations of the marketing literature and the market segmentation theory, this research Travel & Leasuire makes an attempt to create a theoretical contribution that can be utilized to segment worldwide vacationers based mostly on their travel motivations. Additionally, this examine highlights the ability of conditional probability approach, as it could be of extra worth than the predominant path coefficient approach.
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