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Psychographics: Static or Dynamic?

Authors

  • Jeong-Yeol Park,

    1. School of Hospitality and Tourism Management, Purdue University, West Lafayette, Indiana, USA
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  • SooCheong (Shawn) Jang

    Corresponding author
    1. School of Hospitality and Tourism Management, Purdue University, West Lafayette, Indiana, USA
    • Correspondence to: SooCheong (Shawn) Jang, PhD, Associate Professor, School of Hospitality and Tourism Management, Purdue University, Marriott Hall, 900 West State Street, West Lafayette IN 47906, USA.

      E-mail: jang12@purdue.edu

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ABSTRACT

Plog has suggested that psychographics are determinants of travel patterns and preferences. However, given that satisfaction is an important factor determining revisit intention, this study questioned Plog's static model of psychographics. We proposed that allocentrics could have high revisit intentions if they are satisfied. Thus, this study attempted to verify whether Plog's psychographics are static or dynamic. Revisit intentions were compared among psychographics at different satisfaction levels, and the results showed that the revisit intention of allocentrics did not differ from psychocentrics when satisfied. The results provide evidence that psychographic segmentation may not be static, especially when satisfaction is considered. Copyright © 2012 John Wiley & Sons, Ltd.

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