Comparing Motivation-Based and Motivation-Attitude-Based Segmentation of Tourists Visiting Sensitive Destinations

Yoonjeong Jeong, Seweryn Zielinski, Ji-soon Chang and Seong-il Kim
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Yoonjeong Jeong: Department of Forest Sciences, Seoul National University, Seoul 08826, Korea
Seweryn Zielinski: Department of Forest Sciences, Seoul National University, Seoul 08826, Korea
Ji-soon Chang: Institute of International Cooperation Development, Seoul 04522, Korea
Seong-il Kim: Department of Forest Sciences, Seoul National University, Seoul 08826, Korea

Sustainability, 2018, vol. 10, issue 10, 1-16

Abstract: This study aims to compare motivation-based and motivation-attitude-based segmentation of tourist markets, by identifying the heterogeneity of both solutions. A k-means cluster analysis was conducted to segment markets, using the data collected from 722 respondents, via an onsite survey of visitors to the Kuang Si Waterfall and Konglor Cave in Lao People’s Democratic Republic. Subsequently, socio-demographic and trip-related characteristics among the segments were compared using ANOVA and Chi-square tests. Both motivation-based and motivation-attitude-based segmentation each generated four distinctive segments. Although both solutions are viable for segmentation, the latter was found to be more useful in separating segments than the former, as its segments were significantly more distinguishable from each other in terms of socio-demographic and trip-related characteristics. This result contributes to the body of research on the comparison of market segmentation techniques, which is a rarely investigated topic.

Keywords: sustainable tourism; responsible tourist; market segmentation; Laos (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

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