Studies of consumers based on social psychological characteristics such as attitudes, interests, and opinions are called:

• A. Psychographics
• B. Demographics
• C. Geographics
• D. Behavioral analysis

Answer: (A)

Attitudes, interests, and opinions reveal what motivates people and how they view themselves as travelers or guests. Studying these social psychological characteristics falls under psychographics, which groups consumers by their values, lifestyles, and what they care about, not just by observable traits. This approach helps marketers tailor experiences and messages to match what a segment cares about—like adventure-oriented guests seeking authentic experiences or those who prioritize comfort and prestige.

In contrast, demographics categorizes people by age, income, or family size; geographics looks at where they live; and behavioral analysis focuses on actual actions and usage patterns. So the study described is psychographics.