Tourism motives, tourism experience value and cultural change

Abstract

Tourism motivation has received considerable attention from researchers. Recent work in the field of motivation attempted to understand how motivation relates to identity development, maintenance, or modification. The purpose of this chapter is to identify different motivation-based segments of Egyptian tourists and to identify how these different segments vary with tourism experience value and core identity attributes. An e-survey was sent via a link to a purposeful sample in the cities of Cairo, Alexandria, Damietta and Mansoura. Cluster analysis was used to identify motivation-based clusters. Differences in demographics and experience value among resulting clusters were examined using ANOVA. Three clusters were obtained: the maximizers; the balancers; and the modests. Most respondents reported multiple tourism motives but the strength of these motives varied from one cluster to another. Clusters showed clear differences on the demographics of age, gender and family life cycle.