Slow tourism motivations: a factor/cluster segmentation approach
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Date
2023
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Abstract
Market segmentation has become a valuable instrument in planning appropriate marketing strategies.
Therefore, the overall purpose of this study is to explore slow tourists’ characteristics, revealing the differences in their
motivations using a factor/cluster market segmentation approach. The sample population for this study consisted
of tourists who have visited the Choke Mountains ecovillage in Ethiopia. Data were collected from international and
domestic samples. Through factor analysis, the push and pull motivation factors were derived from 45 motivation
items. As a result of cluster analysis, both samples were segmented into four distinct segments, i.e. escape seekers,
want-it-all seekers, novelty seekers and passive seekers. The most significant contribution of this study is a theoretical
understanding with empirical results using the new factors (i.e. motivation segmentation) in the context of the concept
of slow tourism. This study helps destination managers in planning appropriate marketing strategies. The implications
will be useful for destination development and marketing organisations as part of developing sustainable strategies that
are in line with the specific needs and experiences of slow tourism participants.
Description
Research in Hospitality Management 2023, 13(1): 45-54
Keywords
ecolodge, Ethiopia, low carbon travel, responsible experience, responsible travel, sustainable tourism, village tourism