Food Markets: A Motivation-Based Segmentation of Tourists

Ana Mᵃ Castillo-Canalejo, Sandra Mᵃ Sánchez-Cañizares, Luna Santos-Roldán and Guzmán Antonio Muñoz-Fernández
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Ana Mᵃ Castillo-Canalejo: Department of Statistics, Business Organization and Applied Economics, Faculty of Law and Business Administration, University of Cordoba, Puerta Nueva s/n, 14071 Cordoba, Spain
Sandra Mᵃ Sánchez-Cañizares: Department of Statistics, Business Organization and Applied Economics, Faculty of Law and Business Administration, University of Cordoba, Puerta Nueva s/n, 14071 Cordoba, Spain
Luna Santos-Roldán: Department of Statistics, Business Organization and Applied Economics, Faculty of Law and Business Administration, University of Cordoba, Puerta Nueva s/n, 14071 Cordoba, Spain
Guzmán Antonio Muñoz-Fernández: Department of Statistics, Business Organization and Applied Economics, Faculty of Law and Business Administration, University of Cordoba, Puerta Nueva s/n, 14071 Cordoba, Spain
Authors registered in the RePEc Author Service: Guzmán Antonio Muñoz Fernández ()

IJERPH, 2020, vol. 17, issue 7, 1-13

Abstract: Food markets are becoming popular as new spaces for recreation, and this research aims to discover the motivations driving the tourists that visit these markets. Factorial analysis, cluster analysis and Student’s t -test were applied on 456 surveys from two food markets in Córdoba (Spain). Three motivational factors were obtained: Gastronomic experience and novelty; hedonism and leisure; and the relationship of the experience with work. Segmenting and analyzing the profile of the tourist may help economic agents develop new strategies for the tourism management of a destination and more accurate marketing and branding strategies that target specific customers with a niche message. The study could help develop products that align with tourists’ motives to increase satisfaction and loyalty.

Keywords: food markets; motivation; segmentation; tourists; satisfaction; loyalty (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jijerp:v:17:y:2020:i:7:p:2312-:d:338624

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