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

Yoonjeong Jeong,Ji-Soon Chang,Seong-Il Kim,Seweryn Zielinski

doi:10.3390/su10103615

Yoonjeong Jeong, Ji-Soon Chang + Show 2 more

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https://doi.org/10.3390/su10103615

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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.

Highlights

The tourism policy in Lao People’s Democratic Republic (PDR) has centered on developing the cultural, natural, and historical tourism areas since 1986, the country’s open door policy was first introduced [1,2]
The government has been encouraging the involvement of local communities in tourism development as a way of alleviating poverty and increasing the integration of remote regions of Lao PDR into the national market economy [3]
This study examines motivation and attitudes toward responsible behavior of visitors to sensitive tourism areas in Lao PDR

Summary

Introduction

The tourism policy in Lao People’s Democratic Republic (PDR) has centered on developing the cultural, natural, and historical tourism areas since 1986, the country’s open door policy was first introduced [1,2]. These tourism areas usually feature outstanding natural and cultural environments, but they are generally located in the most remote and poorest areas in the country. The government has been encouraging the involvement of local communities in tourism development as a way of alleviating poverty and increasing the integration of remote regions of Lao PDR into the national market economy [3]. The number of international tourists visiting Lao PDR has rapidly increased. Only a handful of tourist market studies have been conducted in the country

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