The promotion of local agro-food products through tourism: a segmentation analysis

In order to analyse the role of inbound tourism in the promotion of future exports of agro-food products, this paper presents a segmentation study of the international tourism market of Portugal, based on visitors’ intentions to consume, and likelihood to recommend to friends and relatives, specific local products when they return to their home country. A questionnaire-based survey was conducted on a sample of inbound visitors and the responses were subjected to a hierarchical cluster analysis. From this analysis, three clusters were established and several statistical differences among them were identified concerning behavioural intentions regarding local food products, socio-demographic profile, consumption and purchase behaviour during and after the trip. The findings obtained have both theoretical and practical implications. On the one hand, this study analyses the importance of inbound tourism in the promotion of Portuguese exports of local food, an issue not previously explored. Additionally, this study applies as its basis of segmentation, variables that have so far been neglected in the literature: the visitors’ intentions to consume and to recommend to friends and relatives. On the other hand, the findings provide relevant inputs for the development of better marketing strategies to promote the local products to various target groups.