Activity Segmentation of the International Heritage Tourism Market to Taiwan

The heritage tourism market has developed from being regarded as a small niche segment to a mainstream market of considerable size. In Taiwan, diversified heritage resources hold considerable appeal to the international tourism market. Little research has been completed on international heritage tourists to Taiwan, so this study utilized Taiwan as a case study and examined international tourists to the destination. It first employed cluster analysis based on activity participation to segment the market and test for the existence of “heritage tourists”. Three groups of international tourists to Taiwan were identified and they were labelled as “heritage”, “shopping” and “non-specialists”. The heritage group had a high participation rate in visiting heritage relics (90.6%). The study also profiled tourists according to the reasons they travelled to Taiwan and socio-demographic variables. The heritage tourists and other activity participation groups were compared to reveal the major motivational and socio-demographic differences involved. The findings showed that “international heritage tourists to Taiwan” were a group of visitors with relatively younger ages, middle levels of income and higher educational levels. The study defined heritage tourists who indicated visiting heritage sites as part of their reason for visiting Taiwan as “motivated heritage visitors”. Other heritage tourists who participated in heritage activities, but did not list heritage tourism as a reason for visiting Taiwan, were defined as “heritage site visitors”. Finally, the study profiled the two groups of heritage tourists and compared them, with significant differences being found in ages and nationalities.     

A study on motivation differences among traditional festival visitors based on demographic characteristics,case study: Gol-Ghaltan festival,Iran

Villages and cities have a growing tendency to share their culture and nature with tourists by developing events. This article aims to identify motivational factors influencing visitors' attendance in traditional festivals and then analyzing significant motivation differences among visitors based on their demographic differences. The statistical sample is domestic tourists who visited the 8th Gol-Ghaltan Festival, Iran in 2015. The convenience sampling method has been used and 287 acceptable questionnaires were acquired. Factor analysis has determined six important motivational factors, including “Gol-Ghaltan and Family,” “Cultural Exploration,” “Socialization,” “Supporting Local Community and Heritage,” “Event Novelty,” and “Escape.” Most of these factors are coinciding with previous literature on cultural events except first and fourth factors. Results of T-test and ANOVA show that visitors in various demographic groups have significant differences in the motivational factors. Finally, in accordance with the findings of the research, practical suggestions are presented for managers and marketers of this event.     

Insights into Sustainable Tourists in Austria: A Data-based A Priori Segmentation Approach

An excellent market-driven way to successfully implement sustainable tourism in a destination is to find a segment of tourists or potential tourists interested in the unique natural beauty of the destination, willing to preserve it, and who are also highly attractive in terms of high expenditures, long stays, high return rate, high recommendation rate etc. The first step in seeking these visitors is through investigation of sustainable market segments. So far, only a few studies have systematically searched for 'eco-segments'or sustainable tourist groups and described them. This paper reviews the usefulness of such approaches, examines past studies investigating potential target segments and describes the group of summer tourists in Austria who care about maintaining the natural environment. The results suggest that this group of visitors has some highly attractive characteristics and is very large, thus offering a sound basis for additional sustainable niche segment creation.     

Spending Behaviors of Event Tourists

Abstract

Assessing the economic impact of a tourism event on a host economy often involves the estimation of average event tourist spending per trip/night. As event and destination marketers become more selective with their promotions, targeting prospective high-value tourists, it is important for them to know the spending characteristics of different types of visitors so that resources can be allocated to reach and influence event tourists who will most benefit the host economy. This study's findings of visitors to the 1999 Albuquerque International Balloon Fiesta reveal that tourists from communities nearer the host economy typically spend fewer net dollars than those from greater distances. First time event visitors spend considerably more than repeat visitors who have “been there, done that” and may not feel the need to do “that” again.     

Characteristics and Perceptions of Coastal and Wildflower Nature-based Tourists in the Central Coast Region of Western Australia

Profiles of independent nature-based tourists were assessed in the Central Coast Region of Western Australia. The research was required to determine seasonal resource use as well as to identify any potential groupings within a population of nature-based tourists. The research was based on information collected from 702 self-administered visitor surveys. Data were statistically analysed using non-parametric tests. Results confirm that nature-based tourists are not a homogeneous group and that group characteristics vary seasonally. Visitors in the summer were casual coastal nature tourists. Their activities were spatially concentrated along the coast and included various forms of recreation. Visitors in the spring were wildflower tourists who travelled predominantly in hinterland areas and their activities focused more on nature appreciation. Coastal tourists were younger, travelled in larger groups and stayed longer at the destination. Coastal tourists are likely to require more facilities than wildflower tourists. Assessment of attitudes towards value statements regarding tourism and the environment highlighted the diversity of opinions among visitor groups. Visitors also demonstrated variable understanding of tourism types and ecotourism was the least understood type. The research highlights difficulties in separating visitors into general nature-based tourists and ecotourists.     

Lifestyle Segmentation of Spa Users: A Study of Inbound Travelers to Hong Kong

Based on the increasing popularity of the wellness/spa trend and the growing numbers of inbound tourists to Hong Kong, it is crucial for spa industry experts to understand the ever-changing desires of consumers. The study aims to identify the lifestyle dimensions of international spa visitors to Hong Kong and to profile each segment based on their sociodemographic and travel characteristics. The study adopts a quantitative approach to segmenting international spa visitors in Hong Kong by lifestyle. The results of the lifestyle segmentation revealed five clusters of spa visitors. The segments are “health conscious and intellectual”, “average”, “family focused”, “pleasure oriented”, and “carefree”. It is found that the majority of travelers who visit spas in Hong Kong are health conscious and intellectual. In general, visitors prefer day spas, to visit with their partner or friends, and to enjoy body massage treatments.     

Geospatial analysis of barrier island beach availability to tourists

This study geospatially analyzes beach availability for global recreational tourism management with focus on a case study of Jekyll Island off the coast of Georgia, USA. Aerial digital imagery in combination with Light Detection and Ranging (LiDAR) data and geographic information system (GIS) mapping and analysis are employed to delineate accurate shorelines with regard to accessible and available beach area. This analysis demonstrates geospatial techniques for the identification, delineation, qualification and geovisualization of dry beaches, a popular tourist destination worldwide that is subjected to diurnal flooding by tides. The accurate depiction of shorelines using remotely sensed differences in Mean Higher High Water (MHHW) and Mean Lower Low Water (MLLW) levels is required to identify dry beach areas available for coastal tourism and management. Such information allows tourists to choose beach areas suitable for recreational or ecological activities. Dry beach availability also assists coastal restoration managers to plan and implement beach conservation measures. Results predict shoreline changes and dry beach access while promoting minimal impacts by tourists on fragile coastal dune ecosystems.     

The Effectiveness of Post-Disaster Recovery Marketing Messages—The Case of the 2009 Australian Bushfires

An understanding of how best to communicate with the tourism market in the wake of a disastrous event is essential for destination marketing organizations seeking to manage the misperceptions and media-imposed attitudes held by potential visitors. To date, the literature remains silent in terms of the types of messages destination marketing organizations are best to employ when a disaster has hit and consequently marketers often take an “ad hoc” approach to their post-disaster communications that may or may not be effective in terms of encouraging visitation. In response to this knowledge gap, the research presented in this article adopted an experimental methodology to examine the effectiveness of nine disaster recovery message themes commonly used by destination marketing organizations. The messages were presented to respondents via a print advertisement promoting the Victorian region of Gippsland—a tourism region severely affected by the 2009 Black Saturday Bushfires. The results revealed that a marketing message endorsed by a well-known and well-associated celebrity figure is likely to be most effective in encouraging tourists to return to or visit a disaster-affected destination 12 to 24 months following the event. The findings also revealed a significant relationship between past visitation and the time frame in which visitors will visit a disaster-affected region. Those who had visited the region four times or more were much more likely to return within 6 months of the event than less frequent visitors. A final important message revealed in this study was the fact that the tourism market is not averse to disaster recovery promotional activities, a concern often considered by destination marketers when planning their post-disaster recovery campaigns.     

Luring the tourists: A positioning exercise

Positioning is essential in most business to ensure competitiveness, survival and success. This is certainly true for tourism since attracting more revenues entails making tourism destinations more appealing to tourists. Responding to the increase recognition on the importance of positioning, this research was an attempt to carry out a positioning exercise for the state of Kedah via understanding the perception of its market. Among the objectives of this research was: to identify’ Kedah's competitors; to profile the international tourists and identify the segments that exists; to segment benefit sought and evaluate the attractiveness of the resulting segments and last but not least, to provide suggestions on how Kedah should position itself. Clustering analysis using Ward's method revealed 5 distinct clusters representing the type of visitors visiting Kedah: the nature and enlightenment seekers; the social and comfort seekers, the conscientious tourists; the nonchalant and perplexing tourists; and the sedate and cultural tourists. The ranking ofKedah in relation to competitive by these segments, and an abstract measurement of Kedah's image further revealed that despite the many places of heritage in mainland Kedah and Langkawi's portrayal as an Isle of Legend, Kedah has not been perceived as a destination for ‘culture’. Instead tourist sees it as a relaxing destination and a safe heaven. In addition, Kedah is also viewed as a destination that offers value for money with good facilities. In view of globalization and the resulting enhanced competition, This paper concludes that Kedah has to position itself differently based on its strength, perhaps by portraying the image of “the safe place to unwind”.     

Travel motivations and destination choice: A study of British outbound market

Abstract

Knowledge of people's travel motivations and its association with destination selection plays a critical role in predicting future travel patterns. The objectives of this study were to uncover the underlying push and pull factors of motivation associated with British outbound pleasure travelers as well as to identify key motivational factors that have significant effects on destination choice. Six push factors and five pull factors were found. “Knowledge seeking” and “cleanliness & safety” were perceived as the most important push and pull factors respectively. The results of logistic regression analyses snowed that the British tend to visit the U.S. for “fun & excitement” and “outdoor activities,” Oceania for “family & friend togetherness,” and Asia to seek a “novel experience.” The findings of differential motivational factors across seven destinations suggest that a destination can capitalize on its strengths with an optimal combination of push and pull factors to attract and retain the British travelers.     

The Effect of Length of Stay on Travelers' Perceived Satisfaction with Service Quality

SUMMARY

Consumer satisfaction related to service quality during the vacation experience is of paramount importance to the travel and tourism industry. This study tests empirically the effects the number of nights spent on a vacation have on the levels of satisfaction recent travelers report for three service aspects of the travel destination: perceived satisfaction with tourism service providers; perceived “freedom from defects” of tourism services; and perceived reasonableness of the cost of tourism services. Differentiation in satisfaction scores between “short-term visitors” (i.e., those who stayed from one to six nights) and “long-term visitors” (i.e., those who stayed seven or more nights) were examined. Significant differences between the two groups of visitors were present for (1) perceived satisfaction with industry professionals delivering the service experience at the travel destination, (2) perceived satisfaction with “freedom from defects” of the actual services at the destination, and (3) perceived reasonableness of the cost of services at the travel destination. Suggestions for how tourism industry professionals can make use of this information are presented.     

Profiling geotravelers: an a priori segmentation identifying and defining sustainable travelers using the Geotraveler Tendency Scale (GTS)

This study expands research on geotourism by using the Geotraveler Tendency Scale (GTS) to profile geotravelers. The results demonstrate the GTS's ability to effectively identify different levels of geotravelers. An a priori segmentation was conducted using the respondents’ overall geotraveler score from the GTS as the segmenting criterion. The resulting three segments were labeled “minimal geotravelers”, “moderate geotravelers” and “strong geotravelers”. MANOVA and Pearson Chi-square analysis showed significant differences between the three groups on all items within the GTS as well as significant differences between the segments on the variables of gender, income, country of origin and likelihood to visit national parks. This study (1) confirms the usefulness of the GTS for identifying and segmenting travelers, and (2) provides the sustainable tourism field with a more holistic tool for measuring sustainable travelers. Destination managers interested in marketing to geotravelers can use this tool to identify how many geotravelers come to their area, their level of geotraveler tendencies and what the destination can focus on to attract more of this travel segment. Geotourism is positioned as a sustainable marketing strategy that attracts conscientious visitors whose impacts help promote the “character of place” rather than detract from it.     

Marine Tourist Motivations Comparing Push and Pull Factors

This study examined the relationship between push and pull factors with regard to marine tourist motivations. The survey was distributed systematically to people intercepted at high-traffic locations in Seoul, South Korea. The results indicated that escape push motivations are closely related to static activity pull motivations, while novelty push motivations are more strongly related to active activity pull motivations. These relationships may be partially explained by the push-pull framework of tourist motivations. These results imply that a marine tourist destination focusing on static activities should appeal to tourists who have escape push motivations, while a marine tourist destination focusing on active activities should appeal to tourists who have novelty push motivations.     

滨海旅游目的地游客感知价值的影响因素研究——以广西北海银滩国家级旅游度假区为例

把握影响游客感知价值的关键因素,有助于促进旅游目的地竞争力的提升。以广西北海银滩国家级旅游度假区为研究区域,采用携程旅行网北海银滩游客网络评论资料作为研究样本,运用扎根理论方法构建包括5个主范畴和18个对应范畴的滨海游客感知价值影响因素模型,并运用复杂系统的决策实验和评估实验法（Decision making Trial and Evaluation Laboratory,DEMATEL）模型构建滨海游客感知价值影响因素的关系矩阵,识别影响滨海游客感知价值的关键因素。研究发现：资源和环境、管理和保护、设施和服务、情感和成本价值构成了滨海旅游目的地游客感知价值的重要维度,天气条件、海滩规模、海滩管理和保护、游客愉悦感、游客娱乐体验项目、旅游基础设施及服务是影响滨海旅游目的地游客感知价值的关键因素。据此提出促进我国滨海旅游目的地游客感知价值提升的相关建议。     

基于地方情感的旅游目的地选择模型建构研究

旅游目的地选择模型建构的研究多数以微观经济学、认知心理学与市场营销学等为基础理论,较少从个体与地方感情连结的视角探讨游客旅游目的地选择决策行为。文章以旅游目的地选择为研究主轴概念,结合地方情感概念中的旅游目的地意象和地方依恋,根据研究文献梳理结果、基础理论界定模型建构的路径变量与逻辑框架,进而提出基于地方情感的旅游目的地选择模型及模型过程步骤。文章建构模型表明,游客旅游目的地选择始于旅游目的地意象的形成,随着整体认知意象的深化,游客对旅游目的地将产生地方认同感,再通过选择决策行为选择意向的旅游目的地从事旅游活动,通过对旅游目的地旅游体验的功能满足产生依赖感,最终形成对旅游目的地的地方依恋感。研究成果对于旅游目的地选择具有交叉研究的创新价值,对于旅游目的地市场战略规划实践活动而言具有参照价值。     

Tourist responses to climate change: Potential impacts and adaptation in Florida's coastal destinations

Florida, one of the world's most visited tourist destinations, holds one of the most vulnerable positions as a result of climate change. Through a quantitative survey, this study gathered the responses of 432 tourists who had previously visited Florida, with a hypothetical scenario of changed climatic conditions. The examination of the tourist perspective showed the presence of ample sunshine and factors related to beach comfort as the reasons for choosing the destination. In a scenario were beaches disappear and tropical diseases become more widespread, the majority of respondents stated they would choose a different destination. However, respondents would reconsider their intentions if adaptation measures such as reduced prices, coastal habitat conservation and measures to protect beaches from erosion and coastal areas from inundation were in place. The findings suggest that seasonal and geographic shifts in tourism demand could be mitigated by the implementation of adaptation measures at the destination level.     

Customer’s Perception of Familiness in Travel Experiences

Festival-goers (“festinos”) put time and effort into deciding to attend a festival, and the way they decide what to see and the length of time they take to decide vary greatly. To attract those who buy tickets for shows—sales of which are crucial for the survival of festivals—and to know when to start promoting the event, festival organizers and marketers need to know how far in advance the visitors make their decision to attend and what influences their decision. This study categorized 438 visitors to the Innibos National Arts Festival, South Africa, using a survey of their decision-making time. Four groups were identified, and labeled “spontaneous,” “limited,” “extended,” and “routine” decision-makers. These market segments can be taken into consideration in the festival's marketing campaign so as to attract visitors to a variety of events and help ensure the long-term sustainability of the festival.     

Bundling attractions for rural tourism development

Tourism is often regarded as a viable solution to economic crisis, especially for remote areas without many development options. While many tourism destinations have strong cultural or heritage assets, not all destinations have primary attractions that can bring visitors to the region. Rather than developing special interest “themes”, rural areas that do not have enough of any one type of tourism resource to act as a primary draw may consider bundling different attraction types to increase visitation. The purpose of this study is to investigate the preferences of visitors to secondary heritage sites and explore the relationship between heritage tourism and alternative, non-heritage activities in rural areas. Findings revealed that motivation to visit small-scale heritage sites consisted of two dimensions: learning and recreation. The two motivational dimensions influenced visitors’ interest in different heritage attractions and likelihood of visiting heritage tourism “scenarios”. As for alternative activities, there was a cluster of “popular” activities that were enjoyed by both learning-oriented and recreation-oriented respondents, but recreation-oriented visitors were more interested in nature-based activities and sport-related activities than learning-oriented visitors. Findings can help rural communities improve secondary attractions and diversify their tourism product by bundling heritage attractions with non-heritage activities.     

Segmentation by motivation for rural tourism activities in The Gambia

In The Gambia, as in many other African countries, rural areas rarely profit from the turnover earned in the country's tourism sector. In academic and political literature, however, rural tourism is frequently identified as a diversification strategy that may trigger local economic development in remote communities. To promote rural tourism development, further knowledge is required to understand why tourists are motivated to engage in distinct tourism market segments. In this study, survey data was collected from 450 tourists in The Gambia using a self-administered questionnaire. The questionnaire was constructed to identify the key characteristics and motivations of tourists so that the significant market segments could be categorized and the (latent) tourist demand for rural tourism activities could be gauged. This study identified four distinct segments of tourists in The Gambia: heritage & nature seekers, multi-experiences seekers, multi-experiences & beach seekers, and sun & beach seekers. Drawing on our key findings, we conclude by identifying a development path that could diversify Gambia's tourism sector. The development path would also include event-based rural tourism initiatives that align with the motivations of the identified market segments and may additionally benefit rural communities by reducing economic leakage rates.