Visitor Segments Research Articles

Segmentation by domestic visitor motivation: Changbai Mountain Biosphere Reserve, China

Protected areas have become important tourism products that promoted as attractions by the tourism industry. Taking the Changbai Mountain Biosphere Reserve in Northeast China as a case, this study addresses visitor needs as a basis for developing a tourism strategy aimed at enhancing tourist opportunities at this reserve. A factor-cluster approach was employed to identify visitor segment profiles based on their visit motivations. Through random sampling, a pencil-and-paper questionnaire in Chinese language was collected from 637 domestic tourists in the study area. A principal components analysis of motivations revealed eight motivational factors, and four distinct groups of tourists–Nature travelers, Cultural landscape tourists, Food & shopping enthusiasts, and Eclectic adventurers–were identified. Understanding the differences in these visitor segments will help the management authority effectively analyze nature reserve attributes and provide alternative activities and services to tourists. Finally, within the dual framework of market segmentation and destination management some management recommendations and marketing implications are suggested.

An exploratory investigation towards a visitor motivational profile at a provincial nature reserve in Gauteng

This study strives to address the needs of a Gauteng provincial nature reserve in order to develop a greater understanding of the visitors’ profile to this reserve in terms of demographics and motivations for visitation. Understanding the motivations for different types of visitors is vital for reserve management to adequately satisfy the visitors’ needs. An exploratory factor analysis was used to identify visitor segment profiles based on their motivations for visiting the reserve. The factor analysis revealed six motivation factors. These segments included relaxation and escape; nostalgia and history; personal benefits; wildlife and geographical features; convenience and part of lifestyle; and participating in an event. The study, furthermore, identified, for the first time at a South African provincial nature reserve, a new motivator factor: participating in an event. The results show that segmentation by motivation is a useful research tool for identifying what motivates visitors to travel. Understanding the differences within these segments will help management offer satisfying innovative activities and services to visitors. Recommendations for management include providing opportunities for nature enthusiasts by enhancing awareness creation of the fauna and flora present in the reserve as well as providing opportunities for relaxation and escape through the introduction of recreational facilities such as wellness programmes. Improved amenities are required such as refreshments, curios retail and overnight accommodation. The reserve appeals widely to mountain bikers; thus, marketing efforts should be directed towards this group.

Evaluation of the financial condition of the enterprise in the field of services with the use of Kochonen's maps

The article is devoted to the research of financial condition of the enterprise sphere of services. Stabilization of the financial state is a priority direction of a separate enterprise and the economic system as a whole. In the article the resolve to ensure stability of financial activity using a neural network model clustering - Kohonen self-organizing maps powerful clustering mechanism that allows you to display the results of the financial analysis in a compact and easy to interpret two-dimensional maps. Managing enterprise financial stability organic part of the system of income and expenditure, the movement of assets, capital and cash flow management of its capital structure and other aspects of its operations Kohonen's maps are designed for visual representation of multidimensional properties of objects on a plane with two axes. Maps of Kohonen carry the display of high-dimensional input data on elements of a regular array of small dimensions (usually two-dimensional). Maps of Kohonen are similar to Kohonen's network. The difference between the maps and the networks of Kohonen is that in the map of the neurons, which are the centers of the clusters, they are arranged in a certain structure (usually a two-dimensional grid). As a result, some close to the sensor input vector network Kohonen belong to one neuron (cluster center), and Kohonen's maps can relate to different closely spaced on a grid of neurons. Typically, neurons are located in nodes of a two-dimensional mesh with rectangular or hexagonal cells. This paper analyzes the service company and hold segmentation framework visitors built profiles of service users by identifying their similar behavior in terms of frequency, type of ordered services and evaluated the most and least profitable segments. Segmentation of hotel-restaurant visitors was carried out using an approach based on the Kohonen algorithm and a clustering of objects by Kohonen algorithm. This interface is used to look for regularities in large data arrays. This allows for a reconnaissance analysis of data that is different from the classical statistical procedures. The investigated approach of grouping services is different, because it takes into account not only a separate generalized level of financial stability, but also the entire structural characteristics of the enterprise and its specialization. The services provided by an enterprise can be grouped into specific groups, depending on their place in the system of enterprise activity, they are grouped according to certain indicators involved in clusterization.

THE SEGMENTATION OF VISITOR TANAH LOT TOURISM ATTRACTION

Tanah Lot Tourism Attraction (TLTA) is located on the South Coast of Bali Island precisely in the area of Beraban Village, Kediri District, Tabanan Regency, Bali. This research is quantitative descriptive method which sample is chosen based on purposive sampling technique, foreign and also domestic tourists who visit at time total 337 respondents. The statistical analyzed indicated that the domestic visitor segment is higher than the foreign visitor segment, this also indicate that domestic visitor is a potential target market for the products produced by local entrepreneurs in TLTA. Survey based on demography variable shows that the number of female visitor are more compared to male, dominantly by age group from 21 to 30 years old and most of them are students, and respondents educational level visit to TLTA are dominantly bachelor graduates. The geography variable shows that tourists visit to TLTA dominantly by domestics, followed by South Korea, Australia, and other countries.The psychograph variable, shows that dominant tourist visit because sunset and the nature of beauty view offered by Tanah Lot and mostly are repeater guests, received information from many sources. Their visit duration mostly between one to two hours, mostly they visit by rented car in the afternoon for sunset and the total amount of money spent between fifty thousand to one hundred thousand Rupiah, also the total amount of money spent during their visit is dominantly between five hundred to one million Rupiah per day. Chi-Square Tests indicated that there is correlation between group age, tourist occupation, and education level toward the motivation of visit to TLTA.

Best practice principles for communicating safety messages in national parks

Effective communication of safety information for visitors to national parks and other protected areas is essential, particularly where the potential consequences of incidents are severe. Signs are often the primary communication tool for safety messages in national parks. Compliance-based approaches to safety signs using standards drawn from occupational safety are common, though empirical research into the effectiveness of safety signs in national parks and protected areas generally remains limited. To encourage a more pro-active approach to visitor safety, this paper offers an alternative by proposing and field-testing best practice principles (BPPs) for safety signs in parks. It first presents a literature review of safety sign research that, together with consideration of the current policy and practice of leading protected area management agencies, underpinned the development of three sets of BPPs for communicating safety messages. The set of BPPs that focused on safety signs in national parks were then field-tested in two Australian states. The results point to the theoretical as well as the practical value of best practice principles. In particular, they help reveal why and how particular signs are effective at communicating safety messages. From a management perspective, the BPPs offer a holistic yet contextually-adaptable approach to benchmarking and evaluation. The three sets of BPPs also draw attention to the importance of both a coordinated interpretation and communication approach and an overarching risk management framework in which the use of safety signage is embedded. Management implications●The paper presents best practice principles for safety signage and communication for managing visitor risk in protected areas. In addition the following aspects should be considered to enhance the effectiveness of warning concepts:●Insights into the target audience including the respective awareness of risks and cultural differences in the various countries of origin.●Familiarity with and perception of possible risks within different visitor segments.●Familiarity with the presented communication means (illustrations, language, colors).●Information prior to the stay to avoid inappropriate expectations and increase the awareness of possible risks.

The Wine Tourism Experience in New Zealand: An Investigation of Chinese Visitors' Interest and Engagement

This study explores Chinese visitors' interest in engaging in wine tourism during their time in New Zealand. Informed by existing empirical and conceptual research into the wine tourism experience, a survey of 203 Chinese visitors in New Zealand (short-term holidaymakers and students) reveals that they have relatively limited interest in wine tourism overall, but a growing proportion of them are visiting wineries during their time in New Zealand. The main appeal of wineries for Chinese visitors is the opportunity to relax and enjoy the scenery, although learning about wine and wine making, tasting wine, and hearing stories about wine are of interest also. This is the case particularly among the student sample, who show greater interest and engagement in wine tourism than the short-stay holidaymakers. Recognizing that the Chinese market is not homogeneous, and that their needs may differ from other visitor segments, this article outlines opportunities to develop winery experiences and provide service and hospitality which best meets their needs.

Art festival attendance: Who attends and why with implications on developing future festival attractiveness

ABSTRACTArt festivals are an increasing part of a destination's event portfolio, asserted by destination marketing and management agencies to hopefully promote community engagement including attracting tourism, trade, and talent to the destination. With art festivals a common annual event feature at destinations, the competition for festival participation has increased, creating a greater need to isolate those festival attributes that are specifically appealing to targeted visitor segments. Examining participant profile and motives to attend the publically funded annually recurring Macau Arts Festival (MAF), the findings of this case study showed mostly community involvement with participants being mainly well educated, middle-aged, and female. While an aim of the festival, international participation in the festival was limited. A factor analysis on motives to attend the festival revealed that while there was common agreement with previous literature on reasons to attend, Macau's cultural background provided increased opportunity for the MAF to differentiate the event. Marketing implications also suggested investigating a communication strategy that could differ between attracting local and international audiences. With a significant cost to public finances, greater scrutiny on the appeal of the festival to specific local and international audiences was recommended to better present the cost to benefit argument for hosting.

How Bio-physical Impacts of Campsite-Use affect Camping Experiences at Highly-visited National Parks of Sri Lanka

With escalating demand for wildlife tourism in Sri Lanka’s National Parks, the visitor interest on camping in designated campsites inside National Parks is also on the rise. However, unplanned recreational uses such as camping in natural areas can induce significant and often localized resource impacts that can affect soil, vegetation, wildlife, and water, with severity of such impacts varying depending on the intensity of use. Limited or no published research have attempted to assess the camp-site users’ perceptions on bio-physical impacts of campsite use in the Sri Lankan context. Therefore, this study evaluated the campers’ perception on environmental impacts of campsite use in highly-visited National Parks in the dry zone of Sri Lanka. Campsite user characteristics, visitor motivations, behaviors and how visitor experience is affected by visible biophysical impacts at campsites were evaluated using a structured questionnaire. The survey also gathered management actions perceived by campsite users to minimize such environmental impacts. The questionnaire was administered over-the-phone with a total of 202 individuals who had a camping experience within a period of less than 12 months from the date of contact, responding to the survey (response rate of 56.1%). Results revealed that “to be in a natural setting” as the main motivation for camping in National Parks while wildlife viewing and photography were the most popular activities of campers. Well-educated middle-aged males dominated the camping visitor segment. Based on the visitor behaviors and underlying visitor motivations derived through a Factor Analysis, the study further identified three distinct segments of campsite users: Eco-tourists, Prestige seekers, and Adventure seekers. Results further indicated that presence of litter, vandalism activities, vehicle related impacts and current solid waste disposal practices in campsites are negatively affecting visitor experience. Respondents in general, especially the well-educated high income visitor segment exhibited environmentally responsible behaviors during camping. With respect to visitor perceptions on future management of campsites, respondents approved management measures aimed at assuring the ecological integrity of campsites while disapproving substantial infrastructure development within campsites. Study results overall highlights the importance of managing biophysical impacts in campsites to provide a high quality visitor experience, while sustainably managing tourism activities in National Parks. Potential management implications are further discussed. Keywords: Wildlife tourism, Camping, Recreation ecology, Campsite user survey, Ecotourism

Segmenting tourists using sustainable values: a cluster analysis of Tanzanian inbound tourism

ABSTRACTThis study aimed at examining different segments of visitors to Tanzania with respect to their values around sustainability. Using a self-administered questionnaire, 286 cases were analyzed through a combination of non-hierarchical and hierarchical cluster analyses. The results indicated three clusters of visitors, each with different sustainable values. A follow-up analysis using ANOVA and Chi-square indicates the three clusters are significantly different in their sustainable values, their travel motives, and their demographics. These results provide insights for both public and private organizations on how to market and manage different destination elements to visitors in a sustainable manner.

The evaluation of effectiveness of the interpretive program at national parks

The purpose of this study was to examine the effectiveness of the interpretive program at National Parks. Data was collected from 802 visitors who participated in the interpretive program at ten National Parks in South Korea. The results of this study found differences between pre- and post-nature based experiences associated with visitor behaviors. This research also suggests the distinct role of visitors’ experiences in visitor satisfaction and repeat visit intention. Additionally, the findings of the study identify positive relationships between visitor experiences, satisfaction, and repeat visit intention. Future research is needed to investigate what antecedents of individuals’ experiences correlate to the effects of interpretive programs and its relationships with visitor behaviors. Park managers or planners should place increased emphasis on educational and interpretive programs due to its important role in meeting visitors’ needs and shaping visitors’ positive outcomes. Management implications●For the management of national parks in South Korea it is relevant to understand the specific role of environmental interpretation services.●Park managers should place increased emphasis on educational and interpretive programsTo use its positive effects on visitor experiences, satisfaction and repeat visit intention.●To extend the key target markets and to attract new visitor segments.●To enhance the public engagement for the maintenance of national park areas.●To raise the awareness of its protection and to build partnerships with local communities.

Analysis Dimensions of City Destination Character and Image Positioning

City tourism, with its unique character and image, has increased considerably over the last decades. At the same time, the complexity of destination development and image marketing has increased, and there is a lack of analysis tools for image positioning. The purpose is to investigate city destination image and character as prerequisites for destination mar­keting and development and how the image and character position can be analysed. City destination character, visitor destination image and visitor segments are used as the main theoretical framework. An exploratory qualitative study approach has been chosen with an image case study of destination Stockholm. Qualitative interviews were conducted with the visitor segment international students and destination specialists. The study shows that desti­nation specialists have assessed a combination of city destination characteristic areas, which can be developed. Furthermore, visitors have a mind­set of several image aspects and holistic expressions for city destinations that can be used in destination marketing to change the current image position into the desired one. In order to determine a desired position, six analysis dimensions have been found useful: Desired positioning, Demand and supply, Visitor segmentation, Destination generalisation, Visit process and Expression type. The analysis dimensions are based on relevant dichotomous aspects. The effects of the used dimensions are called “positioning leverage effects”, and their main aim is to obtain a competitive advantage and to differentiate to other destinations.

The Segmentation of Visitor Tanah Lot Tourism Attraction

Tanah Lot Tourism Attraction (TLTA) is located on the South Coast of Bali Island precisely in the area of Beraban Village, Kediri District, Tabanan Regency, Bali. This research is quantitative descriptive method which sample is chosen based on purposive sampling technique, foreign and also domestic tourists who visit at time total 337 respondents. The statistical analyzed indicated that the domestic visitor segment is higher than the foreign visitor segment, this also indicate that domestic visitor is a potential target market for the products produced by local entrepreneurs in TLTA. Survey based on demography variable shows that the number of female visitor are more compared to male, dominantly by age group from 21 to 30 years old and most of them are students, and respondents educational level visit to TLTA are dominantly bachelor graduates. The geography variable shows that tourists visit to TLTA dominantly by domestics, followed by South Korea, Australia, and other countries.The psychograph variable, shows that dominant tourist visit because sunset and the nature of beauty view offered by Tanah Lot and mostly are repeater guests, received information from many sources. Their visit duration mostly between one to two hours, mostly they visit by rented car in the afternoon for sunset and the total amount of money spent between fifty thousand to one hundred thousand Rupiah, also the total amount of money spent during their visit is dominantly between five hundred to one million Rupiah per day. Chi-Square Tests indicated that there is correlation between group age, tourist occupation, and education level toward the motivation of visit to TLTA.

CURRENT CONDITION AND PROSPECTS FOR PROVIDING THE TRANSPORTATION OF TOURISTS OF THE LVIV REGION WITH AIR TRANSPORT

The assembly of functioning of the complex of air transportation of tourists in Lviv region are analyzed. For the study, we used both primary methods of collecting information from direct objects of research and official information sites, and a secondary analysis of the dynamics of indicators, which allows us to draw conclusions for the future. The development of tourism in the region, both international and domestic, directly depends on the efficiency of the functioning of the Lviv International Airport named after Danylo Galytsky. Danylo Halytskyi International Airport ‘‘Lviv’’ is the biggest airport in Western Ukraine according to passenger flow and destination network. Nowdays direct flights from Lviv airport, which connect Lviv with 20 countries of the world and regular domestic flights, provides the transportation of one million passengers of Lviv airport in 2017 and tend to expand. If we compare the structure of air traffic with the structure of the tourist market of Lviv and dynamics of tourist arrivals to Lviv, then a directly proportional of dependence will be observed. 2.6 million tourists arrived to Lviv in 2017 according to the official report of the Lviv Tourist Office. It is the biggest figure for the last ten years, of which 41% are Ukrainians, particularly Kiev’s residents, the second place are Polish residents, 22% of all Lviv tourists. At the same time 47% of the growing of the Polish segment of visitors is observed, followed by the Turkish with a market share of 7.3% and 77% gaining in the tourist market of Lviv. The remaining segments of the tourist market of Lviv also correlate with the structure of air transportation. Also, animation air transport, in particular, ballooning, parachute jumping and others, are playing an important role as an entertaining form of transport in places of leisure and has great potential for intensive development. The ballooning has a deep historical traditions in the Lviv region and can attract many tourists both its price and excising landscapes. Key words : complex of air transportation, airport, direct flights, parachute jumping, ballooning.

Visitor profiling for cable car mountain destinations as a basis for protected area management: a case study of the summer season in the Tatra Mountains at Kasprowy Wierch (Poland) and Skalnaté Pleso (Slovakia)

Protected areas play a crucial role in the conservation of vulnerable mountain ecosystems, but at the same time they may serve as tourist destinations and attract large numbers of visitors. Areas located in close proximity to cable cars belong to some of the most challenging sites for mountain protected area management. This study focuses on two cable car areas: Kasprowy Wierch (Tatra National Park, Poland) and Skalnaté Pleso (Tatra National Park, Slovakia). Both sites belong to the most heavilyused leisure destinations in the Tatra Mountains. The study focused on the summer, snow-free tourist peak-season, for which there is an ongoing discussion concerning the development of cable car services. In 2014 and 2015, on-site interviews were conducted in the two study areas (n = 3 304). In order to better understand visitors’ needs and goals, visitor profiling using K-means clustering was performed. Four distinct segments based on visitor motivations were identified: nature oriented (32 %), family / friends & well-being oriented (23 %), sports oriented (14 %), and a mixed segment with multiple motivations (31 %). The results show that two tourist segments were not particularly interested in nature experience, although they visited protected areas. A significant relationship between motivational segments and trip characteristics was identified. The visitor segments defined can be used practically in the management of cable car destinations located within protected areas.

Managing customer engagement at trade shows

Customer engagement is a buzzword in today's business landscape. It is a key driver of a firm's long-term success. Marketers overwhelmingly agree that engaged customers are valuable because, in all likelihood, they will keep coming back to transact business. In this study, which uses the novel context of B2B trade shows, the authors link engagement with two outcomes – intention to attend the next show and intention to purchase from exhibitors. Based on data collected from attendees before and after the show, they propose and test a conceptual model of customer engagement. They show that satisfaction with the trade show fully mediates the impact of behavioral engagement on the two outcomes. They also find that marketers i.e., the show organizer and exhibitors, benefit when visitors become engaged with the trade show in a fully comprehensive manner, even if some visitor segments may initially have low anticipation with regard to the upcoming event and the activities involved.

Visitors’ Preferences for Museum Interpretation: Identifying and Targeting Market Segments

A number of heritage studies have revealed that interpretation is an essential component of the visitor experience. However, visitors differ in their interests in interpretation. Preferences for interpretation, which are often neglected in the literature, are essential for the marketing and management of heritage organisations. This paper deals with visitors’ preferences for museum interpretation to determine what the preferred types of interpretation of museums exhibits are and what the differences between the segments of visitors in this regard are. The research focuses on seven Adriatic heritage museums that took part in the cross-border project on the strengthening of cultural tourism through market-oriented initiatives. The survey set out to obtain information on visitor profiles and their preferences for museum interpretation. By isolating and analysing interpretation variables and visitor variables associated with visitor interpretation preferences, a framework was developed that enable the initiatives in museum interpretation for target market segments.

What am I going to do now? Examining choice overload in vacation activities using the familiarity concept

ABSTRACTThis study examines the similarities between leisure activities engaged in at home and those engaged in while at a vacation destination, as well as the relationships between leisure involvement, leisure habit, choice overload, regret and satisfaction. A post-holiday web-based survey was conducted among tourists in Rovaniemi, Finland, and a valid sample of 246 persons was used for the data analysis. The study indicates that some visitors might exhibit similar behaviours in both their home and holiday environments in terms of activity participation. The findings demonstrate the effect of high involvement (self-expression and centrality) and habits (resistance) in leisure activities at home on lower choice overload regarding vacation activities while at a destination. Lower choice overload also leads to less regret but is not associated with satisfaction. One of the managerial implications of this study is that to avoid choice overload tourism service providers should be aware of the activities that visitors do in their home environments when offering them activities. Moreover, different tiers of programmes targeting various visitor segments are critical in avoiding choice overload, eliminating regret and creating satisfactory experiences.

Comparison of characteristics of Asian and non-Asian tourists visiting eco-lodges in Sri Lanka

As the demand for ecotourism and nature-based tourism increases, eco-lodges are becoming a popular alternative accommodation choice. Consequently, the development of an ecolodge industry has wider implications for countries such as Sri Lanka, especially when considering the country’s high potential for ecotourism and the need to provide alternative forms of accommodation for increasing tourist arrivals. In the Sri Lankan context, the eco-lodge industry still remains relatively undeveloped and the understanding of characteristics of visitors who seek accommodation in eco-lodges is limited. In this study, the author distinguished Asian and non-Asian ecotourist market segments visiting ecolodges in Sri Lanka, to enable ecotourism operators and policy makers to better tailor their products to target groups. A survey of 362 ecolodge occupants in 16 selected ecolodges found that the Asian and non-Asian visitor segments differ in terms of travel motivations, their perceptions on various ecolodge attributes, trip characteristics and demographics. However, both age and level of education were found to be strongly related in other studies. The study found that non-Asian ecotourists stay for longer periods by comparison with Asian ecotourists. Seeking novel experiences appeared to be the main motivation of Asian ecolodge occupants, and they typically demanded physically challenging activities. Non-Asians’ motivation was friendliness of the people of the host country, followed by visiting nature and learning local customs. The management implications of distinguishing the Asian and non-Asian market segments are discussed.

Authenticity in Screen Tourism: Significance of Real and Substituted Screen Locations

This article examines the meaning and significance of screen tourism location authenticity. The article analyses the interrelationship among places (real vs. substituted historical sites associated with tourists’ favorite films and TV programs) and activities (reenactment of photo shootings and costume rentals). The study finds a number of visitor segments go to screen tourism locations. For Screen Authentic Tourists, objective and existential authenticity do not matter as long as the destinations are associated with their favorite films. Screen tourism is a rapidly growing sector; this article examines its dynamics and evaluates various approaches to screen tourism authenticity, particularly theoplacity.

Investigating the Push and Pull Factors Between Visitors' Motivations of Fringe and Urban Parks

This exploratory study sets out to identify salient push and pull factors that draw visitors to fringe and urban parks and explores the impact these push–pull factors have on loyalty behavior. To achieve this, 829 usable responses were collected at a fringe and urban park with a self-administered questionnaire, adopting a systematic sampling method. Exploratory and confirmatory factor analyses identified two push factors (thrill-seeking and family/fun) and three pull factors (nature/conservation, children/convenience, and facilities), with some differential impacts on intention to revisit and recommend. Theoretically, the study introduces a push–pull framework relevant to fringe and urban parks that operationalizes what motivates and appeals to park visitors. Managerially, insights into the push and pull factors lead the way for policymakers to identify and allocate resources that improve specific factors and for park managers to design and implement more effective communication to visitor segments.