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Prethodno priopćenje
https://doi.org/10.20867/thm.18.1.5

Segmentation of rural tourists: combining push and pull motivations

Juho A. Pesonen ; University of Eastern Finland, Centre for Tourism Studies, Savonlinna, Finland

Puni tekst: engleski, pdf (144 KB) str. 69-82 preuzimanja: 3.024* citiraj
APA 6th Edition
Pesonen, J.A. (2012). Segmentation of rural tourists: combining push and pull motivations. Tourism and hospitality management, 18 (1), 69-82. https://doi.org/10.20867/thm.18.1.5
MLA 8th Edition
Pesonen, Juho A.. "Segmentation of rural tourists: combining push and pull motivations." Tourism and hospitality management, vol. 18, br. 1, 2012, str. 69-82. https://doi.org/10.20867/thm.18.1.5. Citirano 16.10.2021.
Chicago 17th Edition
Pesonen, Juho A.. "Segmentation of rural tourists: combining push and pull motivations." Tourism and hospitality management 18, br. 1 (2012): 69-82. https://doi.org/10.20867/thm.18.1.5
Harvard
Pesonen, J.A. (2012). 'Segmentation of rural tourists: combining push and pull motivations', Tourism and hospitality management, 18(1), str. 69-82. https://doi.org/10.20867/thm.18.1.5
Vancouver
Pesonen JA. Segmentation of rural tourists: combining push and pull motivations. Tourism and hospitality management [Internet]. 2012 [pristupljeno 16.10.2021.];18(1):69-82. https://doi.org/10.20867/thm.18.1.5
IEEE
J.A. Pesonen, "Segmentation of rural tourists: combining push and pull motivations", Tourism and hospitality management, vol.18, br. 1, str. 69-82, 2012. [Online]. https://doi.org/10.20867/thm.18.1.5

Sažetak
Rural tourism is an important form of tourism in many countries, including Finland. To understand rural tourists’ behaviour and help tourism companies market their products more efficiently many scholars have segmented rural tourists in several different geographical
locations. This study aims to combine segmentation approaches used in earlier studies, namely motivation and benefit segmentation, and segment online rural tourists in Finland. Data is collected in a rural tourism affiliate website and analysed using cluster analysis on tourists’
motivations. Among 727 respondents, four rural tourist segments are found: “Social travellers”, “Wellbeing travellers”, “Home region travellers” and “Family travellers”. The segments differ from each other in motivations, preferred destination attributes, travel behaviour and sociodemographic factors. Understanding these differences will provide rural tourism companies important information to successfully market their products by combining both push and pull motivations in their marketing and product development.

Ključne riječi
segmentation; motivations; benefits; cluster analysis; push; pull; tourism marketing

Hrčak ID: 83824

URI
https://hrcak.srce.hr/83824

Posjeta: 4.383 *