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Sustainability 2018, 10(10), 3615; https://doi.org/10.3390/su10103615

Comparing Motivation-Based and Motivation-Attitude-Based Segmentation of Tourists Visiting Sensitive Destinations

1
Department of Forest Sciences, Seoul National University, Seoul 08826, Korea
2
Institute of International Cooperation Development, Seoul 04522, Korea
3
Research Institute of Agriculture and Life Sciences, Seoul National University, Seoul 08826, Korea
*
Author to whom correspondence should be addressed.
Received: 31 August 2018 / Revised: 28 September 2018 / Accepted: 4 October 2018 / Published: 10 October 2018
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Abstract

This study aims to compare motivation-based and motivation-attitude-based segmentation of tourist markets, by identifying the heterogeneity of both solutions. A k-means cluster analysis was conducted to segment markets, using the data collected from 722 respondents, via an onsite survey of visitors to the Kuang Si Waterfall and Konglor Cave in Lao People’s Democratic Republic. Subsequently, socio-demographic and trip-related characteristics among the segments were compared using ANOVA and Chi-square tests. Both motivation-based and motivation-attitude-based segmentation each generated four distinctive segments. Although both solutions are viable for segmentation, the latter was found to be more useful in separating segments than the former, as its segments were significantly more distinguishable from each other in terms of socio-demographic and trip-related characteristics. This result contributes to the body of research on the comparison of market segmentation techniques, which is a rarely investigated topic. View Full-Text
Keywords: sustainable tourism; responsible tourist; market segmentation; Laos sustainable tourism; responsible tourist; market segmentation; Laos
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Jeong, Y.; Zielinski, S.; Chang, J.-S.; Kim, S.-I. Comparing Motivation-Based and Motivation-Attitude-Based Segmentation of Tourists Visiting Sensitive Destinations. Sustainability 2018, 10, 3615.

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