Teachers are the best target market of the outbound travel industry. The purpose of this study is to understand the how differences in lifestyle of teachers affect their choices of travel packages. 335 Questionaires were distributed to samples of teachers in northern, middle, and southern Taiwan, from March 15th to April 30th, 2011. After deleting 2 invalid questionnaires, the returned rate was 94.3%. Data was analyzed using Descriptive statistics, factor analysis, K-means, Chi-square test, and one-way ANOVA. The results were as follows: 1. Samp teachers were divided into 3 clusters: “Calm and cool group”, “Active pursuit group”, and “Easy-going group” . 2. Different lifestyle clusters show that significant differences among “experience in traveling abroad”. 3. Different lifestyle clusters show significant differences on purchase demands, information source, and the assessing criterion of consumer behavior.
