Motivation-based segmentation of rural tourism market in African villages

Abstract

ABSTRACT This study explores the motivations for rural tourism and segments its market based on the push and pull motivational forces by drawing largely from international tourists visiting villages on the slopes of Kilimanjaro Mountain in Tanzania. By applying questionnaire survey and critical segmentation algorithm, the study provides empirical evidence that rural tourists in African villages are motivated by nostalgia for rural cultural life. Other motivations include relaxing with relatives and friends, learning about local farming methods, socialising with the villagers, enjoying nature and contributing to the community. The clustering of the motivations generated the four segments of multi-experiences, authenticity-learners, relaxing with friends and relatives, visiting farms and nature seekers and casual segments. The study argues that rural tourism market is heterogeneous and plural. Recommendations for practitioners and for future research are provided.