Segmentation by visitor motivation in three Kenyan national reserves

Abstract

This study addresses the needs of three national reserves in north central Kenya for developing a tourism strategy aimed at enhancing tourist opportunities at the reserves. In order to adequately address visitor needs, the reserve managers must first understand the motivations for different types of visitors. A factor-cluster approach was employed to identify visitor segment profiles based on their motivations for visiting the reserves. A principal components analysis of motivations revealed eight motivation factors, and three distinct visitor segments were identified using an ipsative clustering method. These segments included Escapists, Learners and Spiritualists. Understanding the differences in these visitor segments will help managers of the reserves better provide alternative activities and services to tourists. Management recommendations include providing scenic and expansive landscape viewing opportunities and developing a more competent and knowledgeable ranger corps capable of visitor education and outreach initiatives.