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Travel Calling: What Makes a Destination Aspirational for Young Indians
Research Objectives
What travel means to them, purposes for travel, their own self-perceptions as travellers.
Delve into spontaneous associations and emotions around travel in general
Explore travel purpose in depth
Understand what makes travel aspirational and memorable
Explore self-perceptions around travel, what influences their travel style/ preferences
Explore destinations overall through personality/imagery perceptions, understand which groups are considered similar and yet what makes particular destinations more attractive
Approach and Methodology
Online Bulletin Board
3 Days X 60 min daily
Online discussion's platform
In-Depth Interview
1-1.5 hours
Virtual
SAMPLE SIZE: 24 respondents for OBBs & 6 IDIs
MARKET: Mumbai, Bangalore & Chennai
Target Group
Males and Females
18-24 years and 25-35 years
Mix of life stage
All to be single or married/ cohabitating without kids
Half to have travelled to Singapore / considered travelling to Singapore
Usership
All to have travelled overseas at least once in P6m, and intend to travel overseas in the next 6m
Have travelled to at least 2 different destinations and taken at least 3 leisure trips in the past 1 year
Highly engaged travellers who follow travel trends/blogs, read up on travel information at least 3x a month
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