Typology Of Visitors Research Articles

Digital Promotion of Geoheritage along a Tourist Route in M’Goun UNESCO Geopark (Central High Atlas, Morocco) and Visitor Typology Analysis

In the digital era, highlighting the heritage resources of a mountainous region involves describing and advertising them to promote their visibility and attractiveness. Previous studies mainly assess the natural resources of such regions through a multi-indicator descriptive evaluation. This study aims to develop an effective evaluation of such indicators along the main tourist route of the M’Goun UNESCO Global Geopark, located in the central High Atlas of Morocco. The implementation of an experiential method to assess the tourism characteristics of this region is a notable aspect of our study. It includes analyzing the criteria for choosing this destination by segmenting tourists’ consumption experiences. Statistical data analysis has identified five dimensions of destination choice and four visitor groups. Additionally, we created an interactive map and made it accessible online to promote the natural geoheritage of this region. This article proposes to discuss the findings of this research and their applicability in terms of tourism destination management and decision-making, which can assist local governments in allocating tourism resources and land use rationally.

Motivation-Based Segmentation of Visitors to a UNESCO Global Geopark

Given the sustained growth that Geotourism has experienced worldwide, it is crucial to gain a better understanding of geotourists. Therefore, this study aims to examine visitors’ motivations for visiting geoparks, segment them accordingly, and characterize each segment. An online questionnaire was developed to collect information from visitors of the Arouca Geopark—UNESCO Global Geopark and was completed by 607 who had visited this park at least once. Respondents were asked about their motivations for visiting the park using 18 items that were combined into five dimensions through exploratory factor analysis. These dimensions (Escape, Relaxation and Enjoyment, Novelty Seeking and Nature, Knowledge, Socialization, and Sports and Adrenaline) were the basis for a cluster analysis that revealed four segments of visitors: the Want it All Geotourists (representing 27% of the sample), that have the highest levels for all motivations; the True Geotourists (19.9%) which highest levels of motivations were on the three motivations that typically define a geotourist: nature/adventure, knowledge seeking, and socialization; the Sensation Seekers (34.4%) whose strongest motivations were sports/adrenaline and escape from routine; the Accidental Geotourists (18.6%) who scored lowest for all motivations and are motivated essentially by the escape from routine and by nature/adventure. These segments were then further profiled based on other variables such as age, gender, satisfaction, and quality of experience. The segmentation and description of each segment found in this study provide a better understanding of the typology of visitors to geoparks, which is crucial for better management of such places.

Identifying Tourist Spatial and Temporal Patterns Using GPS and Sequence Alignment Method

This study identified the spatial and temporal patterns of national park visitors by combining global positioning system (GPS) technologies and surveys using the sequence alignment method (SAM) based on the concept of space–time path of time geography. Data were collected from a sample of 344 GPS tracks and questionnaires obtained from Gyeryongsan National Park in South Korea. A complex random stratified sampling method was employed to represent a national sample based on mobile positioning data. The result of the SAM analysis revealed that the derived visitor typologies constituted three groups from 83 unique paths extracted from 341 sequences. Significant intergroup differences were found for the paths based on average travel distance, average visit duration, and average travel speed. The main theoretical contribution of this study is in expanding the application of the theory by providing methodological improvements using SAM and GPS analysis of the theoretical basis of time geography.

Religious Tourism and Visitor Perception: A Case Study Analysis

Religious tourism is a popular and significant form of tourism that attracts people all over the world and across all religions. These religious heritage sites have different stakeholders and the success of this tourism lies in its stakeholder’s engagement and motivation to manage such religious heritage sites. The current study assesses the perception of different typologies of visitors who visit a religious heritage site in India to deduce significant findings that will enrich visitor spiritual experience. A mix of qualitative and quantitative methods was used for this research. The study concludes that the visitors are the key stakeholders and therefore their spiritual experience is of prime concern while managing religious heritage sites and devising measures to boost tourism at these religious sites.

On the edge of the world: examining pro-environmental outcomes of last chance tourism in Kaktovik, Alaska

Travel to impact-sensitive destinations has been on the rise in recent years. Coined “last chance tourism” (LCT), visitors are increasingly coming to these destinations to see them before they are gone. To offset their presence, which ultimately contributes to site degradation, a possible positive outcome of these LCT experiences is the creation of environmental ambassadors. Utilizing data collected from 189 visitor surveys, the purpose of this study is to provide a basis for understanding the visitor experience and outcomes of boat-based polar bear viewing in the Kaktovik area of the Arctic National Wildlife Refuge. A typology of visitors was created based on importance of various trip elements, and demographic and trip characteristics were examined by resulting groups. Analyses show that the polar bear viewing experience does have the potential to increase visitors’ pro-environmental and ambassadorship behavioral intentions. Regression analyses revealed, for the sample population, that total minutes educated and the occurrence of an epiphany had a positive impact on visitors’ reported pro-environmental behavior and ambassadorship intentions. Surprisingly, seeing more polar bears was negatively related to these same intentions. Implications for the management of similar experiences are discussed.

Measuring visitor learning outcomes from showcases, video installations, and interactive tablets: an empirical investigation

ABSTRACT Museums employ a diverse range of display models. The most common forms are ‘showcases’ and ‘multimedia displays’, which include video installations and the use of interactive tablets. This poses the question of how the learning outcomes differ between showcase and multimedia displays. Focusing on 308 adult visitors across four typologies, this research explores how the learning outcomes differ when similar information is displayed using showcase and multimedia (video installation and interactive tablet) approaches in two exhibitions. Participants were randomly divided into three groups: namely, the showcase, video, and interactive groups. Interviews, questionnaires, and follow-up interviews were conducted to determine the learning outcomes. Results show statistically different learning outcomes between showcase and video installation, but no significant difference between showcase and interactive tablets. Moreover, results confirm a correlation between visitor gender and learning outcome, as well as visitor gender and typologies, but no evident correlation between learning outcomes and visitor typologies. Besides, this study explores the interaction impact on learning outcomes of 120 visitors who watched both showcase and multimedia and results show a correlation between visitors’ learning outcomes and different display models (showcase, multimedia and double-channel display).

Distinguishing Chalk from Cheese: A 3-I "festivalscape" Typology of Cheese Festival Visitors

This research identified and segmented visitors to a premier South African cheese festival based on their satisfaction with the "festivalscape" elements at the festival. A structured questionnaire was used to collect the data from visitors over the 3 days of the festival, and 515 usable questionnaires were included in the analysis. Eight "festivalscapes" were identified (aesthetics and group composition, accessibility and parking, cheese knowledge, festival management, cheese experience, convenience and marketing, entertainment, and interaction), a combination that has not been previously identified in the literature. The cluster analysis identified three distinct segments, with heterogeneous behavioral and sociodemographic profile identifiers. To the authors' knowledge, this study is the first attempt to segment culinary visitors based on "festivalscape" factors, especially in the South African context. Segmenting based on "festivalscapes" proved to be a useful market segmentation tool and the authors proposed a 3-I typology of visitors to food-related events and festivals, namely Irrespectives, Intriguers, and Intentionalists. The labels correspond to each segment's level of satisfaction, ranging from low, medium, to high. The value of this critical market segmentation technique for the marketing and branding of an event or festival is that it could help managers and marketers to promote better culinary events and festivals in South Africa by offering unique attributes that attract culinary visitors.

A whale of a time! An experience-based typology of visitors to a South African whale-watching festival

This research segments whale watchers in South Africa according to the factors regarded as important for a memorable experience by these natural event viewers. The segmentation gives an ACC-typology of viewers, namely abundant experience seekers, convenience experience seekers and comprehensive experience seekers. The results show that such segmentation is a useful research tool for producing a clear visitor profile, enabling us to provide strategic insights into managing the whale viewing experience, as well as similar natural events, according to the preferences of specific market segments. The findings, however, shows that the Hermanus Whale Festival has to revise the current management and marketing strategy to emphasise the natural phenomenon of the whale migration as the primary festival attraction and the ‘festivalscape’ elements surrounding entertainment as ancillary to the visitor experience. This management approach is recommended to these types of festivals that are organised around natural events, as it is vital that these events remain true to their initial objective of educating visitors about the natural phenomenon and the conservation thereof.

A typology of memorable experience at Nelson Mandela heritage sites

ABSTRACTThis study examines cultural heritage tourism by identifying and segmenting heritage site visitors according to the aspects they define as necessary for a memorable heritage site experience. The research focusses on visitors to Nelson Mandela Heritage Sites and emphasises that the links between the attributes of a site and the visitors themselves are essential to understanding tourists’ willingness to pay to visit the mentioned sites. A typology of visitors that the authors labelled ‘auxiliary experience seekers, convenience experience seekers and comprehensive experience seekers’ (ACC) was used. The results revealed comprehensive experience seekers as the most critical market segment regarding the much significantly higher amount they are willing to pay when visiting Nelson Mandela Heritage Sites. This leads to a better understanding of aspects contributing towards a memorable heritage site experience as well as to visitors’ willingness to pay for such experiences. This study also provides further insight into cultural heritage tourism in general. Moreover, such segmentation was found as a useful research tool for producing a distinct visitor profile as well as how a memorable experiencing can be generated by suggesting diversified pricing at such sites.

Visitors with their ‘Backs to the archaeology’: religious tourism and archaeology

ABSTRACTThis paper presents a conceptual analysis of the crossover between religious tourism and archaeology. It begins with a clarification of what religious tourism is and continues to consider the link between archaeological sites, religious heritage and religious tourism. It then moves on to a supply-focused typology of sites and a typology of visitors according to their characteristics. It also discusses the primary conflicts existing today between archaeology and religious tourism. In light of this discussion, it concludes with thoughts on possible future research needs. The paper conceptualized the multiple relationships between religious tourism and religious archaeology. Archaeological remains that also serve as attractions for religious tourism appear to have unique characteristics, the understanding of which is important for long-term planning and development that will take into consideration archaeological, religious, political, and tourism needs. A better understanding of these contexts may also ultimately contribute to our understanding of the development versus conservation arguments facing archaeological areas.

From Drab to Fab: Segmenting Visitors to a Décor and Design Exhibition Based on Their Behavioral Intentions

This exploratory research determined the behavioral intentions (renovation and landscaping, interior decoration, knowledge seeking, revamping and online activity) of visitors after attending a décor, design, and lifestyle exhibition in South Africa. The results demonstrated that segmenting visitors based on their behavioral intentions after attending an exhibition is a useful market segmentation tool, as it gives a clear and direct profile and understanding of different types of visitors and their preferences, especially regarding postexhibition behavioral intentions. The study consequently proposes a typology of visitors (Pinteresters, Renovators, and Decorators) to lifestyle, décor, and design exhibitions that could be applied to other décor and design show markets. Furthermore, a PDI (presentation, demonstration and interaction) classification of creative exhibition factors was identified, which could assist organizers as well as exhibitors at such events. The results shed some light on the heterogonous nature of visitors to exhibitions and that these differences should be considered especially if organizers and exhibitions want to influence their behavioral intentions regarding purchases and execution of ideas.

Interpretation in historic gardens: English Heritage perspective

PurposeThis paper aims to provide an exploratory investigation into contemporary interpretation methods used in historic gardens and their fundamental role in enhancing the visitor experience and sense of a place.Design/methodology/approachA series of semi-structured interviews (n = 65) with Wrest Park visitors – who had the opportunity to experience new interpretation methods provided on-site – have been carried out in an attempt to explore their sense of place through interpretation.FindingsThe research suggests that interpretation has a fundamental role to play in “telling the story” of historic gardens, with 92.5 per cent of the sample understanding elements of the place’s history, significance and evolution. The findings further suggest the presence of two distinct visitor typologies – history explorers and leisure seekers.Practical implicationsThe study provides implications for theory and practice and recommendations for historic garden practitioners.Originality/valueThe importance of conceptualising and operationalising interpretation in historic gardens has received relatively little attention across the extant body of heritage interpretation literature. English Heritage’s Wrest Park, which is amongst England’s most prominent historic gardens, is used as a case study.

Who Goes to Metropolitan Parks? A Latent Class Analysis Approach to Understanding Park Visitation

ABSTRACTThis study aimed to identify typologies of park visitors and to examine associations among these typologies and socio-demographic characteristics. In 2013, intercept interviews were completed with 794 adult park visitors at two large parks located in Melbourne, Australia. Latent class analysis identified three classes of visitor: physically active visitor, with dog (12.4%); physically active visitor, with no dog (35.7%); and infrequent, low active, social visitor (51.9%). Respondents who were older and owned a dog had higher odds of being in Class 1 and Class 2. Respondents who had children had higher odds of being in Class 3. Respondents who reported poor health were less likely to be in Class 2 than in Class 3. Park users can be distinguished by the behaviors in which they engage. Understanding typologies of visitors will assist with the development of intervention strategies to optimize park visitation and park-based physical activity.

Possible marketing tools for heritage tourism: the potential of implementing information and communication technology

ABSTRACTThe prevalence of information and communication technologies (ICTs) has major marketing impacts on both the demand and the supply side in cultural and heritage tourism. However, while there is quite substantial research on how ICTs affect visitors and their experiences, little can be found in the literature on the supply side. The purpose of our study is to fill this gap. To do so, we executed in-depth interviews with 20 experts from cultural and heritage tourism in Germany. Through the interviews we gained evidence from the supply side on five discourses, which evolve around the issues of the shift in visitor typologies and demand, marketing benefits of digital technologies, preconditions and barriers of implementation and currently relevant technologies. All in all, the results clearly increase our understanding on what experts think on the implementation and use of ICTs in cultural and heritage tourism. Recommendations for practice regarding, for example, cooperation and professionalization and for further research conclude our analysis.

The 3-S typology of South African culinary festival visitors

PurposeThis paper aims to identify and cluster visitors to a premier South African cheese festival based on their motivation for attending the festival.Design/methodology/approachA structured questionnaire was used to collect the data from visitors over the three days of the festival, in which 519 usable questionnaires were included in the analysis. Three stages of the analysis were employed: a factor analysis examining the visitors’ motivation to attend the festival, a cluster analysis based on the motives identified by the factor analysis and an analysis of significant differences between the different market segments.FindingsThe general profile of respondents was similar to the profile of culinary tourists found in other studies. Furthermore, five key motives were identified, of which this combination has not been previously identified in the literature. The cluster analysis identified three distinct clusters, with heterogeneous behavioural and socio-demographic profile identifiers.Practical implicationsThe value that this market segmentation technique holds regarding the marketing and branding of a(n) event/festival is that it could help managers/marketers to promote better culinary events/festivals in South Africa, by offering unique attributes that attract culinary visitors.Originality/valueTo the authors’ knowledge, this study is a first attempt to segment culinary visitors based on motivational factors, especially within the South African context. Clustering based on motives proved to be a useful market segmentation tool and proposes a 3-S typology of visitors to food-related events/festivals, namely, social, serious and selective epicureans.

A 3E typology of visitors at an electronic dance music festival

Purpose The purpose of this paper is to determine the motives of visitors to an electronic dance music (EDM) festival in South Africa and clustered the participants according to these motives. Design/methodology/approach Based on a visitor survey at the oldest EDM festival in South Africa, namely, H2O, five motives for attending H2O were identified (fun and dance; novelty; excitement, group identity and entertainment; lifestyle and well-being; and travel and escape), while the results revealed three clusters of EDM festival visitors: enthusiasts, energizers and electros. The results demonstrated that clustering EDM festival visitors based on their motives is a useful market segmentation tool as it yields a clear and direct profile and understanding of different types of attendees and their preferences. Findings The results as well as findings emphasize how EDM events can play a role in expanding tourism, especially youth travel, by hosting more EDM festivals in the country. Originality/value The study proposes a 3E typology of EDM festival visitors that could be applied to other EDM festival and event markets. This research, therefore, makes a clear contribution to the literature on EDM festivals and events and the market that this distinct music genre attracts.

Planning forest recreation in natural protected areas of southern Durango, Mexico

This research investigated the usefulness of the Recreation Opportunity Spectrum (ROS) for managing forest recreation in two natural protected areas of southern Durango, Mexico. We used onsite interviews to document the recreation activities visitors participated in, the characteristics of their preferred recreation sites, and socio-demographic information. A cluster analysis identified visitor groups based on the characteristics of preferred recreation sites and the resulting clusters were compared to the recreation activities and socio-demographic data to create a typology of visitors. We used the ROS framework to identify three classes in each natural protected area including (1) zones with easy access and basic facilities (ROS rural class), (2) natural-appearing zones with few facilities (ROS roaded class), and (3) reserve zones (ROS semiprimitive non-motorized or primitive class). Overall, the ROS framework appears to fit appropriately in these two case studies and could be used for recreation planning purposes in other forest areas of the country.

Wetland tourism in natural protected areas: Santay Island (Ecuador)

The main objective of this paper is the analysis of the relationship between two important factors in the decision making process of a tourist when choosing a destination: motivation and satisfaction. This research is done in a wetland protected area named Santay Island located in Ecuador. The results show evidence that there are two motivational dimensions to visit the place: an Ecological-Hedonic and a Social-Gastronomic motivation. The first dimension is the most important, which is a very common fact in these types of destinations. Both dimensions discriminate each other in the degree of satisfaction perceived by the visitors. The analysis of the motivations allows identifying three different typologies of visitors that are of great importance to segment the market in order to consolidate Santay Island as a wetland ecotourism destination: The eco-social-hedonic tourist, the eco-hedonic tourist and the social tourist. The conclusions highlight the need of considering the motivational profile of the satisfied tourist as managerial instrument to the community of Santay in order to help them obtain better profits, not only economic, but social and cultural benefits.

KEPARIWISATAAN ALAM MERESPON TANTANGAN PERUBAHAN IKLIM Studi Kasus di Taman Nasional Tanjung Putting

Climate may affect the quality and type of tourism activities that developed within a region. There are some natural tourism resources which is very vulnerable toward direct and indirect impacts of the climate change threats. Increased extremely temperatures and also the changes in length of winter or summer may affect visitors length of stay. On the other hand, tourism may contribute to global warming through gas emissions from transportation, accommodation and other related tourism activities. In 2005 UNWTO predict if the tourism business is run as ‘business-as-usual’ scenario, there is no any response or adaptation program, that predicted in 2035 the emissions produced from tourism sector will increase 161% higher than today. Considering these facts, UNWTO invites overall stakeholders of individual to the State level responding to the climate change phenomena by implementing adaptation program in order to reduce greenhouse gas emissions and preventing global warming threats. This study aims to understand the characteristics of visitor typology and their points of view toward the climate change phenomena. It is also purposed to explore and assess adaptation program that can be developed in Tanjung Puting National Park (TPNP) based on their perspective. The results of this study are as follows: (1). the tourism market of TPNP has a feature of ‘eco-tourist’ with a high awareness and concern towards environ-mental issues, including the threat of climate change phenomena. Visitors of TPNP have a high ethical manner for nature and local culture. Generally, the visitors also have a higher education and income, which is very potential to engage them into an environ-mental conservation, (2). The visitors of TPNP realize that climate change is a serious challenge and need a concrete action. Some adaptation program desired by the visitors are fund raising program for Orangutan conservation and its habitat. The visitors are likely willing to give a donation Rp.172,000.00/visitor. Such concept of the donation is a mechanism of offset emissions generated due their visits by providing funds for conser-vation efforts. The visitors encourage managers of the destination for improvisation and technology investment in the boat (kelotok) machine which as the machine is efficient and less noisy. The visitors also encourage TPNP authority to limit the number of visitors in order to protect the tourism resource of TPNP and maintain the quality of visits; (3). The visitors were unwilling joined with other guests into any public boat of a larger capacity, in order to keep fuel efficiency and GHG mitigation. Merging the visitors traveling with another group instead reducing quality of their trip in Tanjung Puting National Park (TPNP). The visitors are also unwilling to engage in any plantation activities in destina-tion during their visit.

Development of a Whole Agency Approach to Market Segmentation in Parks

Park agencies must plan to accommodate a diversity of visitors in order to satisfy visitor expectations and encourage future visitation. This study applies a market segmentation approach to develop a visitor typology that is effective across a broad spectrum of parks and applicable to a range of priorities, both strategic and operational, within park management agencies. Over a four-year period, data was sourced from over 11,000 interviews conducted at 33 diverse Australian national and metropolitan parks managed by the agency Parks Victoria. Factor analysis and cluster analysis was used to identify seven distinct visitor segments on the basis of numerous variables including, crucially, benefits sought. The applied and theoretical contributions of this study to the parks literature are discussed.