Image-Based Segmentation of Cultural Tourism Market: The Perceptions of Taiwan's Inbound Visitors |
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Authors: | Yi-De Liu |
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Institution: | 1. National Taiwan Normal University – Graduate Institute of European Cultures and Tourism, 4F, Bo-Ai Building, No. 129, Hoping E. Rd., Sec. 1, Taipe 106, Taiwan, Republic of Chinayideliu@ntnu.edu.tw |
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Abstract: | This paper aims at testing the effectiveness of using an image-based approach to segment the cultural tourism market. Identifying 14 image attributes of cultural attractions, Taiwan's inbound tourists were then surveyed to rate the importance of these attributes. Applying a factor–cluster segmentation approach, four discrete image segments were identified, including arts and museum, heritage, living culture, and resulted in a sample of 954 respondents. The research findings reveal several theoretical and empirical implications, including the propositions of cultural distance, omnivorous/univorous, experiential and informational familiarity of destination and the two-dimensional model of cultural tourist typology. |
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Keywords: | cultural tourism cultural tourist destination image market segmentation factor?cluster |
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