Tourism Market Segmentation Research Articles

Collectivism-Based Travel Culture as the Antecedents of Travel FOMO And Intention to Travel Responsibly

As collectivists, Indonesians tend to travel with friends and family. The destination is usually inspired by social media content which then will increase fear-of-missing-out anxiety (FOMO) for traveling because it generates travel intention. A previous study claimed that collectivist culture has a strong correlation with FOMO behavior. This research analyzes the role of collectivism-based travel culture as the antecedent of travel FOMO on Indonesian domestic tourists. High travel intention may lead to high profits for tourism businesses, but the sustainability of the natural habitat of the natural tourism destinations is no less important. Tourists must also increase their intention to travel responsibly when visiting natural destinations to protect nature. This study employed an empirical quantitative research method with 340 sample data of Indonesian domestic tourists. The analysis of statistical data analysis is provided from PLS-SEM. This research is limited to collectivist behavioral observation of Indonesian domestic tourists to natural tourism destinations. Future studies can be conducted on different cultural dimensions and tourism market segmentation. The analysis showed that the collectivism-based travel culture of Indonesian tourists had positive influences on both travel FOMO and intention to travel responsibly individually, but will bring damage if combined.

Value-Based Market Segmentation of West Asian Medical Tourism Market: A Case of Iran.

Identifying different groups of customers and their preferences and needs enable countries to gain a competitive advantage in the medical tourism market. We aimed to segment medical tourists from West Asian countries seeking medical services in Iran. This cross-sectional study was conducted on 596 medical tourists who sought medical services in Iran in 2021. Data were collected using a valid questionnaire. Segmentation was performed based on medical tourism attributes (medical, destination, and tourism attributes), using cluster analysis methods; wards, and K means. The segments ' evaluation and profiling were conducted using discriminant analysis, chi-square, and oneway ANOVA tests. Our study divided the market into five segments: health seekers (3.8%), health and destination seekers (8.9%), tourism seekers (17.8%), infrastructure seekers (10.23%), and perfectionism (59.45%). In all segments, the health attributes were of high importance. The perfectionism segment registered the highest score in all three attributes (more than 5 of 6). Improving health attributes and offering luxurious medical services can be the main strategy for Iran to attract the most medical tourists and achieve a good position in this marketplace. The implication of this study is policymaking for targeting the most profitable segment of this marketplace.

Accessible tourism: tourists with physical disability - segmentation based on perceived travel barriers

PurposeThis study aims to explore the heterogeneity of the tourist market for people with a physical disability (PwPD) based on travel barriers, to serve them better, from a tourism marketing perspective.Design/methodology/approachA market segmentation analysis was conducted on a sample of 480 PwPD in Sichuan Province, China, based on their perceived travel barriers. Data were obtained through three on-site and four online surveys. A four-step factor-item mixed segmentation, including factor analysis, cluster analysis, discriminant analysis and chi-square tests, was applied to examine the differences among PwPD tourist market segments in terms of various demographic characteristics, disability conditions (e.g. duration of disabilities and causes of impairment) and travel features (e.g. travel frequency and tourist destinations).FindingsThis study revealed that the PwPD tourist market is heterogeneous due to individual perceived travel barriers. Three market segments were identified, namely, the Explorer Moderates group, the Explorer Minimals group and the Explorer Intensives group. Additionally, the three market segments were found to have significant differences in terms of travel barriers, demographic characteristics, travel features and disability conditions.Practical implicationsThis research provides suggestions for authorities and private entities to optimize the layout of accessible facilities in public areas for the benefit of all. It also offers crucial implications for tourism marketers to determine the key facets of marketing, for travel organizers to evolve the organization of travel groups for PwPD, and for practitioners to provide personalized tourism services.Originality/valueTo the best of the authors’ knowledge, this study is the first to apply perceived travel barriers as a market segmentation criterion in understanding PwPD as a heterogeneous travel market. The findings of this study initially expand the scope of application of the travel barrier model and deepen understanding of the Chinese PwPD tourist market from a marketing perspective. The study results elucidated the heterogeneity and characteristics of this market through a four-step factor-item mixed segmentation approach, offering new insights into the behaviors and experiences of travelers with disabilities.

CONTENTS OF THE EDUCATIONAL TOUR AND FEATURES OF ITS DEVELOPMENT

This article examines the content of the educational tour and the features of its development. The relevance of solving the problems of formation and strategic development of the international educational tourism industry as a structural component of the service sector, the formation of economic market actors as active participants in the socio-economic processes of the national economy is increasing in the context of globalization of international relations, internationalization of education at the national, sectoral and institutional levels in conditions of increasing complexity of the content of the component of competition in the international market educational tourism. Educational tourism is a fast–growing branch of the tourism economy, which is gaining recognition all over the world. Many researchers consider it one of the leading and most promising sub-sectors of tourism. The specificity of educational tourism, manifested in the special nature of demand, pronounced seasonal fluctuations, diversification of tourist products and hospitality services, low susceptibility to crises and socio-political upheavals, dynamically developing customer requests, requires detailed study and development of theoretical approaches, methodological and systematic approaches to improving the interaction of all its participants. Various approaches to segmentation of the international educational tourism market and the development of segment profiles, the creation and application of strategies for effective partnership of market entities based on the concept of customer-oriented business, expressed in increasing customer satisfaction, forming consumer loyalty in the international educational market. the tourist market requires systematization and optimization. In this regard, research aimed at improving these important parameters is certainly relevant.

Business Model Canvas (BMC) And Value Proposition Canvas (VPC) Analysis For Whale Shark halal Tourism, Tarano District, Sumbawa Regency Solution To Formulate A Strategy To Increase Tourism Value

This research aims to find strategies to increase the value of Whale Shark tourism in Labuhan Jambu Village, Tarano District by using the perspective of whale shark tourism managers and related stakeholders using the Business Model Canvas (BMC) approach through nine channels. This study also looks at tourism value from a consumer perspective through the Value Proposition Canvas (VPC) approach from two aspects, namely the customer profile and value proposition. The sampling technique in this study used the Snawbal Sampling technique by identifying, selecting, and taking samples in a network or continuous chain of relationships. Meanwhile, data analysis used the Miles and Huberman technique which included data reduction, data presentation and conclusion. The results of this research to increase the value of Whale Shark tourism in Labuhan Jambu Village based on the BMC approach areThe whale shark tourism market segmentation is foreign tourists, domestic tourists anddiving/snorkeling enthusiasts, consist of online promotions via social media Instagram, direct promotions, participating in national events, whale shark festivals and collaboration with tour guides and travel tours, the major key partnership to maintain is travel agents, tour guides, fishermen, bagang owners, restaurants and hotels and the important Key resources consist of whale sharks, tour operators, supporting facilities and the Labuhan Jambu village community. Meanwhile the VPC results to solved the cunsomer provile including increasing Products and services for whale shark tourism are that visitors can see and swim directly with whale sharks, unique and rare tours, optimal service to visitors, provision of speed boats and complete diving/snorkeling equipment for visitor satisfaction.Pain Relievers consists of providing regular information about the appearance of whale sharks, limiting swimming time with whale sharks, providing speed boat access from Labuhan Jambu village, periodic efforts and programs to support whale shark conservation.Gain creators consist of tour packages and equipment for swimming with whale sharks, providing education on whale shark tourism to tourists, maintaining visitor trust by providing optimal service and mapping optimal times to meet whale sharks to inform tourists and related parties.

Investigating Factors Affecting Fans’ Intention to Attend Anime Events: Conceptual

This study proposes a conceptual framework to investigate the factors influencing anime fans' intention to attend anime events. As the popularity of Japanese animation (anime) proliferates globally, anime events have emerged as a distinct tourism market segment. However, academic research on anime event attendance factors is limited. This study aims to address this gap by developing a framework integrating three key factors frequently highlighted in the general event and fan culture literature: event image, travel motivations, and media information. Event image denotes attendees' holistic perceptions encompassing cognitive and affective dimensions. Travel motivations refer to internal and external drivers stimulating the intention to attend, such as escapism, socialization, and novelty-seeking. Media information represents sources informing attendees' perceptions and decisions through platforms like social media and websites. The framework posits that these three factors directly influence fans' intention to attend anime events. A quantitative methodology will be utilized to collect survey data from anime communities and analyse the model via PLS SEM techniques. The framework contributes a theoretical understanding of anime event attendance, validates linkages between factors, and provides practical implications for event organizers and marketers to enhance the appeal and competitiveness of anime events. Further research could extend the model’s generalizability, explore causal mechanisms between factors, examine additional variables, and conduct longitudinal studies on evolving attendee behaviour and preferences.

Motive based segmentation of the wellness tourism market

ABSTRACT This study aims to segment the wellness tourism market based on travel motivations among international tourists visiting Phuket during the post-COVID-19 from December 2022 to January 2023. A total of 464 usable questionnaires were collected from international tourists who had engaged in wellness activities during their stay in Phuket. The study employs factor analysis to identify six key motivational factors, namely “Healthy Diet, Mindfulness and Learning about Wellness,” “Movement and Fitness,” “Rest & Relaxation,” “Escape and Mental Healing,” “Socialisation,” and “Outdoor Activities.” Subsequently, cluster analysis reveals three distinct clusters: “Serene Retreat Seekers,” “ Wellness Enthusiasts,” and “Connectivity Enthusiasts.” Sociodemographic profiling reveals variations in gender, regions, age, length of stay, travel party, and monthly income among the clusters. These findings not only enrich the theoretical landscape of wellness tourism by offering insights into the diverse motivations and profiles of wellness tourists but also bear practical significance for destination management. They pave the way for targeted marketing strategies, the creation of personalised experiences, and the formulation of sustainable growth plans within the wellness tourism sector.

Extending the theory of planned behaviour to foreign students’ perceptions of traditional Chinese medical tourism

Medical tourism is becoming an increasingly important component of the international tourism industry, and Chinese medical tourists make up a big percentage of this growing tourism market segment. Most previous studies on Chinese medical tourism have focused on Chinese outbound medical tourism, but there has little research undertaken as yet, on foreign tourists’ perception towards traditional Chinese medical tourism. Specifically, most of the previous studies utilized the measurement scale of destination image in medical tourism research, resulting in a limited representation of the nature of medical tourism. This study aims to examine the relationship between attitude, subjective norm (SN), perceived behavioural control (PBC), familiarity, perceived ease of visa application (PEVA) and intention toward traditional Chinese medical tourism. A quantitative approach was used, adopting a survey methodology involving 344 foreigners which was followed by subsequent empirical testing of the postulated hypotheses. The results suggested that attitude, PBC, familiarity and PEVA positively influence intention. PEVA positively influences attitude, PBC and intention respectively. Results also demonstrated that familiarity influenced attitude and PBC, and SN positively influenced familiarity. This study expands the existing knowledge on how PEVA and familiarity influenced visitation in medical tourism literature which can benefit key stakeholders in the tourism industry.

Ecovillage Market Segmentation Based on Sustainability Tourism Concept at Panji Village

Tourism market segmentation needs to be known, as is the case with the development of Tourism Villages. The purpose of this research is to find potential market segmentation that can be targeted for Panji Tourism Village. Qualitative research methods through in-depth interviews were conducted. The data can be processed using the AHP analysis tool. The results show that market segmentation for the ecovillage concept in Panji Tourism Village is the family tourist market share, the main criteria is feasibility which means that the future prospects of developing tourist attractions developed in Panji Tourism Village are tourist activities that can be enjoyed by families, with current considerations looking at a market that has the potential to come for families because apart from easy access and the potential tourist attractions offered can be enjoyed by family members. The results of this study have implications for the readiness of the community to continue to innovate local products that can be enjoyed by tourists of all ages in one family. By continuing to pay attention to the various possible needs of tourists, especially the family tourist market, it is hoped that a sustainable visit will occur.
 Keywords: tourism; village; market segment.

The future of wellness tourism after COVID-19

The tourism industry has drastically reduced its activity since the emergence of the COVID-19 pandemic, yet there has been an undeniable rise in demand for wellness tourism which now represents one of the fastest growing tourism market segments globally. Admittedly, while the COVID-19 pandemic has delayed the forecasted wellness tourism growth trend, this segment has stood fast at USD 4.4 trillion in 2020 while global GDP declined by 2.8%. In 2020, the wellness tourism market was valued at USD 436 billion, projected to rise to USD 816 billion by 2022 with more than 1.2 billion trips being realised and anticipated growth estimated at USD 1.0 trillion by 2025. The main purpose of this study is to ascertain the future trends of wellness tourism, and to investigate the extent to which this upward growth trend can be sustainably maintained post COVID-19. A qualitative structured interview methodology was employed using email interviews comprising six pre-determined questions with three expert wellness tourism participants. These expert interviewees were based in countries that were severely impacted by COVID-19, namely Brazil, USA, and Portugal. NVivo Nudist was used to analyse the primary data collected. In validating previous research findings, this study indicates that despite the challenges facing the sector, upward growth patterns in wellness tourism will continue beyond the COVID-19 pandemic.

The Creative Bali Tourist Destination Recovery Strategy After COVID-19 Pandemic

Purpose: This study aims to examine how the recovery of the tourism sector can be achieved as a more realistic and more competitive step for Bali which has a limited agricultural land area, a dense population, and a culture of people who were used to working in the tourism sector.
 Theoretical framework: The marketing mix in tourism marketing initially started by making a tourism market analysis. This analysis includes an analysis of tourist perceptions and preferences. In general, prospective tourists want a particular tourism product. Sociodemographic and psychographic factors have a large role in choosing tourism products and destinations. Starting from this data is how marketing should be done
 Design/methodology/approach: The design of this research is an exploration of strategies to restore Bali's tourism sector was prepared using descriptive comparative and confirmatory research studies. The research instrument was taken from government reports related to health protocols for the tourism sector and then compared with reality in Bali Tourism Destinations.
 Findings: The results are the potential for the Domestic Tourist market was very large because there are 25 million people who will spend their money to shop for tourism. The impact of tourism activities by the 25 million people will be able to drive the economy of the destination community if the destination community is also involved in the tourism service business so that the pattern of managing the tourism business with the Domestic Tourist market segment can involve MSMEs with local products, local culinary, local souvenirs, local accommodation, etc.
 Research, Practical & Social implications: This research suggests that the local government should set a roadmap for Bali destinations that are considered to have the potential to be developed into domestic or other similar thematic destinations, to create and map the uniqueness of each so that the region can provide a variety of offers for domestic tourists. It was recommended that local governments develop domestic thematic tourist centers based on an expanded marketing mix concept with attention to the elements of attraction, access, amenities, ancillaries, and human resources as agents of change, and Adaptation to a new post-pandemic era.
 Originality/value: The value of the study is finding a solution that the target market for domestic tourists has more potential, especially during a pandemic and when compared to the target for foreign tourists, this requires further research on the advantages and disadvantages of these two target markets.

English, German, and French Tourists Are Key to the Success of Andalusian Destinations (Spain)

Why was this research undertaken? Because in some tourist destinations the number of international tourists has a greater impact on the number of overnight stays at hotels compared to domestic tourism. The aim of this study was to analyse the main tourist market segments in destinations in Andalusia from 2004 to 2022, to demonstrate the relevance of, and dependency on, the tourism industry in this territory. The methodology used in this research collected secondary data from Spanish and Andalusian public organizations (IECA, INE, SAETA and AENA), and information related to this topic from researchers and organizations (primary data) to select specific indicators and to draw the appropriate conclusions. The findings of the current study reveal that English, German, French, Italian, Belgian, and American tourists are the main markets of the Andalusian provinces and their hotel establishments. In addition, these three segment markets depend on the air accessibility and connectivity provided by Andalusian airports. Moreover, it should be remembered that domestic tourism generates 35.1% of the overnight stays at Andalusian hotels. Domestic tourism helped the hoteliers of Andalusia to survive the pandemic crisis when inbound tourism dropped to zero. Andalusia constitutes an interesting case of study because it attracts a large amount of tourism demand. Although English, German, and French markets monopolize the number of overnight stays, DMOs need to attract tourists from other countries to diversify the tourism demand.

The Market Potential and Sustainability Bali Ecotourism Destination

Objective: This initial research is to determine the market potential and sustainabelity Bali ecotourism destination related to the five ecotourism destinations, namely West Bali National Park, Lake Buyan Area, Batur Geopark Museum, Bali Mangrove Denpasar, and Lembongan Mangrove Klungkung.
 
 Method: This study uses descriptive statistics powered by the Google Trends Tool to determine the popularity of the five ecotourism destinations in Bali, namely West Bali National Park, Lake Buyan Area, Batur Geopark Museum, Bali Mangrove Denpasar, and Lembongan Mangrove Klungkung.
 
 Results: The West Bali National Park area is the most popular ecotourism, then Bali Mangrove Denpasar, Batur Geopark Kintmani, Lembongan Mangrove, and finally the Lake Buyan area. Ecotourism in Bali has a fairly strong tourist market segmentation in some of the countries such as Australia, the Netherlands, Belgium, Switzerland, and Germany. The five Ecotourism areas in Bali have experienced fluctuations in visitors in the last five years from 2018 to the present. However, West Bali National Park, Batur Geopark Museum, and Bali Mangrove are almost stable.
 
 Conclusions: This research shows that Bali tourism destination managers can direct the promotion of ecotourism to several destination countries Australia, the Netherlands, Belgium, Switzerland, and Germany which are indicated as tourists who have a strong interest in ecotourism.

Investigating college youth travellers’ food choices using latent class modelling: a case study in China

ABSTRACT This study examines college youth travellers’ food choices using a market segmentation-based latent class modelling approach. A D-efficient stated-preference experiment was conducted in four Chinese cities, identifying two tourist market segments with different preferences. Key factors influencing food choices include cost, taste, waiting time, service responsiveness and noise levels. Elasticities, first differences and willingness-to-pay values are estimated, providing insights for effectively targeting the youth tourism market. Results suggest that improving service quality and reducing noise levels can significantly enhance food appeal, while higher quality yields marginal returns. These findings can assist tourism and catering agencies in devising efficient strategies to attract youth travellers.

Market segmentation in urban tourism: A study in Latin America.

This study aims to analyze the different segments of urban tourism demand. The data were collected in Mexico City, Lima, Buenos Aires, and Bogota, and a K-means clustering method was used to find the segments. The results showed three segments: the first cluster grouped tourists interested in enjoying lodging and restaurant services; the second included visitors seeking multiple attractions, who were the most willing to recommend the destinations; finally, the third was composed of passive tourists, not drawn to the attractions of these cities. This study contributes to the literature by offering evidence of urban tourism segmentation in Latin American cities, which has been scarcely researched. Furthermore, it sheds light on this topic by finding a segment not previously described in the literature ("multiple attractions"). Finally, this study offers practical implications for managers of tourism companies to plan and improve the competitiveness of destinations based on the different segments found.

Who wears Hanfu clothing when they travel? Experience-based cultural tourism market segmentation – the case of Xi'an, China

ABSTRACT The Han culture is the Chinese national culture as well as a significant part of the world's costuming heritage. However, Han clothes (Hanfu) are little known outside of China. This research selected Xi'an, a famous historical city, as the case to collect data using the survey questionnaire method. Factor analysis explored the variables involved in the cultural tourism experiences of wearing Hanfu clothing. Two-step clustering was used to prepare a market segmentation of this form of cultural tourism. The experience of wearing Hanfu clothing was influenced by the five factors of entertainment, aesthetics, culture, escape, and cosplay (costume play). Tourists who wore Hanfu clothing while travelling were classified into the four types of immersive cultural, aesthetic experience, culturally refined, and passing tourists. These groups had dissimilar socio-demographic characteristics and experience priorities. This research expands the knowledge on Hanfu clothing and cultural tourism experiences and provides insights for the management of cultural tourism destinations.

Tourism market segmentation: selected aspects

Tourism market segmentation: selected aspects

BUSINESS TOURISM: A PROSPECTIVE DIRECTION OF TOURIST ACTIVITY

The article examines the sphere of business tourism in Ukraine and the world market. The main indicators of the world market of tourist services and the segment of business tourism as one of its most important components were studied, and an analysis of the dynamics of the development of business tourism was carried out on the example of the leading countries of the world. The actual statistical indicators of business tourism of the countries of the world, indicators of accounting of business trips are analyzed. As a result of the study, changes in the ratings of indicators of the functioning of the sphere of business tourism in some countries were revealed. The places of business tourism in the development of the tourist industry of the countries of the world have been determined. The leading exporters and importers of tourist products are named, and the position of Ukraine in certain segments of the business tourism market is determined. The influence of the activation of the business services sector on the regional development of Ukraine is characterized. The key obstacles to the development of the business tourism business in Ukraine are indicated and the main tasks to overcome them are proposed. It was determined that business tourism, as a large part of the tourism industry in the future, is the basis for the image and economic progressiveness of the entire country. The factors that create obstacles for the development of business tourism in Ukraine, the prospects for the development of the national tourism market have been studied. The strengths and weaknesses facing the business tourism industry of Ukraine at the current stage are considered, and recommendations are given for increasing the competitiveness of the national tourism product. The potential for the development of business tourism in certain regions has been determined. Thus, business tourism is a strategic tool of both the foreign and domestic policy of our country as a whole and a key to the success of the development of regions, because all over the territory of our country there is a diverse business. The classification of business tourism by specific directions, the concept of "business tourism" has been improved. The main groups of participants in the field of business tourism are highlighted and the most dynamic segment of the business travel market is highlighted. The distribution of foreign tourists served by tour operators and travel agents in Ukraine is analyzed.

Local Culinary Travel Pattern Development Model in Lerep Tourism Village

This article aimed to findout a model for developing local culinary tourism patterns in the culinary tourism market segment and local food production in Lerep Village, Semarang Regency, especially Ungaran Barat sub-district using the Storynomics Tourism approach. The method used in this research was descriptive qualitative. The data had been taken from literatur study, observation and interviews with Lerep Village Government employees.
 It's finding showed thatthe development of culinary tourism activities in the Lerep Tourism Village use a model of developing local culinary tourism patterns based on local wisdom which is transformed into local menus created by the Lerep community.
 It was concluded that the modeling of local culinary travel patterns provides an insight for tourism actors and prospective tourists to determine travel activities, especially the local culinary world which has strong regional cultural characteristics.
 
 
 Keywords : Culinary, Local, Travel, Storynomic, Model

Design of a CHSE Information System to Expand Tourism Market Segmentation

The destination of this research is to produce a CHSE (Cleanliness, Health, Safety, and Environment Sustainability). Pariwisata information system to expand the tourism market segmentation to make it easier for tourists who have limited time and have difficulty finding information about tourist attractions to no longer experience obstacles. This online site has special specifications by offering several advantages, including being able to see CHSE practices and marketed tourist attractions. This study uses the Waterfall Method a sequential software development process, passing through the phases of planning, modelling, implementation, and testing. In its development, the waterfall method has several stages such as a waterfall from top to bottom while from bottom to top coherently: requirements, system design, coding, testing, implementation and maintenance. The results of this study meet the need for information on recreational areas that are healthy and safe, good, conducive, and not only limited to certain locations making this CHSE information system an important contribution to expanding tourism market segmentation. It is easy to get and reach the information needs of recreational offerings for people who come from outside the city of East Java. For the realization of the CHSE information system, its application requires the readiness of human resources and the availability of information technology infrastructure for smooth transactions and personal interaction with buyers (customers). Future research needs to complement the e-payment payment system to provide convenience in conducting transactions.