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

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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
    Research Institute of Agriculture and Life Sciences, Seoul National University, Seoul 08826, Korea)

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.

Suggested Citation

  • Yoonjeong Jeong & Seweryn Zielinski & Ji-soon Chang & Seong-il Kim, 2018. "Comparing Motivation-Based and Motivation-Attitude-Based Segmentation of Tourists Visiting Sensitive Destinations," Sustainability, MDPI, vol. 10(10), pages 1-16, October.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:10:p:3615-:d:174682
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    References listed on IDEAS

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    1. Hultman, Magnus & Kazeminia, Azadeh & Ghasemi, Vahid, 2015. "Intention to visit and willingness to pay premium for ecotourism: The impact of attitude, materialism, and motivation," Journal of Business Research, Elsevier, vol. 68(9), pages 1854-1861.
    2. Rid, Wolfgang & Ezeuduji, Ikechukwu O. & Pröbstl-Haider, Ulrike, 2014. "Segmentation by motivation for rural tourism activities in The Gambia," Tourism Management, Elsevier, vol. 40(C), pages 102-116.
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    Cited by:

    1. Vladimir Stojanović & Maja Mijatov Ladičorbić & Aleksandra S. Dragin & Marija Cimbaljević & Sanja Obradović & Dragan Dolinaj & Tamara Jovanović & Anđelija Ivkov-Džigurski & Jelena Dunjić & Milena Nede, 2023. "Tourists’ Motivation in Wetland Destinations: Gornje Podunavlje Special Nature Reserve Case Study (Mura-Drava-Danube Transboundary Biosphere Reserve)," Sustainability, MDPI, vol. 15(12), pages 1-21, June.
    2. Begüm Aydın & Maria D. Alvarez, 2020. "Understanding the Tourists’ Perspective of Sustainability in Cultural Tourist Destinations," Sustainability, MDPI, vol. 12(21), pages 1-17, October.
    3. Fajri Ansari & Yoonjeong Jeong & Indra ASLP Putri & Seong-il Kim, 2019. "Sociopsychological Aspects of Butterfly Souvenir Purchasing Behavior at Bantimurung Bulusaraung National Park in Indonesia," Sustainability, MDPI, vol. 11(6), pages 1-18, March.
    4. Mauricio Carvache-Franco & Conrado Carrascosa-López & Wilmer Carvache-Franco, 2022. "Market Segmentation by Motivations in Ecotourism: Application in the Posets-Maladeta Natural Park, Spain," Sustainability, MDPI, vol. 14(9), pages 1-18, April.
    5. Mauricio Carvache-Franco & Wilmer Carvache-Franco & Ana Gabriela Víquez-Paniagua & Orly Carvache-Franco & Allan Pérez-Orozco, 2021. "The Role of Motivations in the Segmentation of Ecotourism Destinations: A Study from Costa Rica," Sustainability, MDPI, vol. 13(17), pages 1-18, September.
    6. Mauricio Carvache-Franco & Marival Segarra-Oña & Conrado Carrascosa-López, 2019. "Segmentation by Motivation in Ecotourism: Application to Protected Areas in Guayas, Ecuador," Sustainability, MDPI, vol. 11(1), pages 1-19, January.
    7. Conrado Carrascosa-López & Mauricio Carvache-Franco & José Mondéjar-Jiménez & Wilmer Carvache-Franco, 2021. "Understanding Motivations and Segmentation in Ecotourism Destinations. Application to Natural Parks in Spanish Mediterranean Area," Sustainability, MDPI, vol. 13(9), pages 1-16, April.
    8. Cristinel Petrișor Constantin & Vasile Papuc-Damașcan & Andrei Blumer & Ruxandra-Gabriela Albu & Titus Suciu & Adina Nicoleta Candrea & Ana Ispas, 2021. "Profiling Visitors to Romanian Ecotourism Destinations," Sustainability, MDPI, vol. 13(5), pages 1-16, March.

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