Market segmentation for a leverage revitalization of China’s inbound tourism: the case of US leisure tourists

Ying Qu, Hailin Qu and Ganghua Chen

Current Issues in Tourism, 2018, vol. 21, issue 6, 646-662

Abstract: China’s inbound tourism currently faces a tough choice between a niche strategy and a wide-range tourist attraction. The derivative concept of ‘leverageable market’ provides a reasonable method to solve the problem. This study, thus, attempts to conduct market segmentation for identifying a core crowd in the leisure tourism market of US near-venturers that leverages revitalization. A mixed segmentation method was adopted that combined ‘a posterior approach’ with ‘a priori approach’ in an overall multi-stage framework. ‘Venturesomeness’ in Plog’s psychographic model was the first principle segmentation variable used, which is intrinsically pertinent to the connotation of a leverageable market. ‘Activity participation’ was added to further partition the near-venturers identified, yielding refined management strategies. The data first indicated an obvious shift of China’s psychographic destination position from ‘near-venturer’ to ‘mid-centric’. Cluster analysis further identified four activity-based near-venturer segments: outdoor stimulus experiencers, recreation and amusement seekers, culture searchers, and extensive interest holders. Significant socio-demographic and trip-related features were found among the clusters. The corresponding managerial and theoretical implications, limitations, and agendas for further related research were finally discussed.

Date: 2018
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DOI: 10.1080/13683500.2016.1264054

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