Exploring the use of travel information – identifying contextual market segmentation in Seoul, Korea

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Exploring the use of travel information – identifying contextual market segmentation in Seoul, Korea

Joh, Chang-Hyeon / Lee, Backjin / Bin, Miyoung / Arentze, Theo / Timmermans, Harry

Highlights ► We analyze travel information acquisition behaviour. ► We examine the impact of variables on information type choice, using a CHAID. ► Socioeconomic and contextual variables are all important to information type choice. ► Implication is that information use is affected by varying decision contexts.

Abstract As the amount of information is rapidly growing, and ubiquitous urban environments are emerging, the question which kind of information to provide is a major challenge for commercial and public travel-information service providers alike. This paper reports the analyses of recent data, collected in Metropolitan Seoul, about the acquisition of travel information. The study applies CHAID analysis to find homogeneous segments in travel information acquisition. Findings indicate that contextual variables are crucial to explain information acquisition behaviour, depending on decision context. The implication is that both socioeconomic and contextual variables are important to better understand the acquisition (and provision) of travel information. The results have important implications for managers and policy-makers, in particular in the way they respond to dynamic, contextual market segmentation.