Original scientific paper
How diverse is the youth tourism market? An activity-based segmentation study
Celeste Eusébio
; Department of Economics, Management and Industrial Engineering, University of Aveiro, Aveiro, Portugal
Maria João Carneiro
; GOVCOPP Research Unit, University of Aveiro, Aveiro, Portugal
Abstract
The youth tourism market has already taken on high relevance, due to its considerable size, its rising trend, resilience and likelihood to explore new destinations. Although this market is highly active during tourism trips, some heterogeneity is noted regarding the kind of tourism activities carried out. However, the research on youth visitors’ segmentation based on activities has been widely neglected. This study extends the research carried out in this field, undertaking an activity-based segmentation of youth visitors. The segments identified are compared regarding tourism motivations and relevant dimensions of tourism experience (e.g. social interaction, emotions and satisfaction). A hierarchical cluster analysis was used to segment the market, and clusters were compared using ANOVA, Kruskal-Wallis and χ2 tests. Four clusters emerged: culture lovers, fun lovers, sun and beach lovers and nature lovers. Statistically significant differences were found among the four clusters identified concerning socio-demographics, travel motivations, interaction with locals and other visitors and other features of travel behaviour. Important implications for improving the tourism experience of youth visitors with different activity profiles are discussed. In this context, the findings provide relevant insights for creating more appealing tourism trips for the four market segments identified.
Keywords
activity-based segmentation; youth tourism market; motivations; travel behaviour; interactions; emotions
Hrčak ID:
145684
URI
Publication date:
25.9.2015.
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