Package Tour Development Based on Travel Choice Attributes for Mediterranean Tourism Destination

There are few, if any, study related travel characteristics and travel product development for Mediterranean area. This study overview general travel products and Mediterranean as a travel destination from previous tourism literature. Particularly, This study was intended to investigate segmented markets of Mediterranean Region tour products based on tour product selection attributes. And also, this study pursue to establish those marketing strategies that can secure tourism demands in order to seek ways to develop Mediterranean Region tour products. Based on literature review, A survey questionnaire was developed and distributed to employees in travel agents and guests who were visiting travel agents. The survey questionnaire includes travel characteristics, preferences for travel activities, importance of travel decision-making, and demographics. A total of 225 useful sample were collected and analyzed in SPSS. General descriptive statistics, frequency, and regression analysis were conducted. Findings and discussion was provided and managerial marketing implications for Mediterranean travel product development was discussed. Finally, when the overall image of Mediterranean Region tours was higher, intentions to develop tour products and recommendations to buy Mediterranean Region tour products increased, efforts should be made to enhance the image of Mediterranean Region tours perceived by travel agency staffs and in relation to tourism products.