The motivations of finding oneself, experiencing the real, freedom, and adventure were embedded in the early backpacker psyche of 1970s, just as they are in current backpacker market which has grown to be more mainstream, diverse, and mobile. This study examines the current backpacker market through a lifestyle segmentation. Backpackers (n=347) were targeted through their self identifying membership in two online communities, Facebook and Lonely Planet's Thorn Tree Forums. Principal component factor analysis was used to explore the underlying dimensions of backpacker motivations, attitudes, and activities. Six motivational, three attitudinal, and three activity factors were extracted. The six motivational factors were then used as the basis for a k-means cluster analysis. Four homogenous segments were found to have significant differences in motivations, attitudes, activities, demographics, travel behavior, previous travel experience, identity, and technology and communication usage. The clusters were named: Active/Budget-Minded, Flashpacker, Highly Motivated, and Iconoclast backpacker.
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