Motive-based tourist market segmentation: An application to native American cultural heritage sites in Arizona, USA

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37 Citations (Scopus)

Abstract

This paper utilises a motive-based segmentation to understand tourists to cultural heritage sites in Arizona, USA. The data for this study were collected through mail survey from a representative sample of 671 tourists to three Native American cultural heritage sites. Using cluster analysis based upon motives for cultural history learning, three distinct segments were found: (1) ‘culture-focused,’ (2) ‘culture-attentive’ and (3) ‘culture-appreciative’ tourists. These groups differed significantly in terms of behaviour, experience and interpretation. The culture-focused segments spent longer at the sites, stayed more nights away from home, considered visiting archeological sites as their primary activity, and placed more importance on interpretation. In addition, the culture-focused groups were more satisfied with their trip, appreciated the preservation of archeological resources and reported more learning experiences. Overall, the study supports the notion that heterogeneity exists within cultural heritage tourist markets. Implications of these findings in conceptualisation, management and marketing cultural heritage tourism are discussed.

Original languageEnglish (US)
Pages (from-to)81-99
Number of pages19
JournalJournal of Heritage Tourism
Volume1
Issue number2
DOIs
StatePublished - 2006

Fingerprint

cultural heritage
segmentation
market
heritage tourism
learning
cultural history
cluster analysis
marketing
Cultural Heritage
Tourists
Segmentation
Heritage Sites
Native Americans
Cultural heritage
Market segmentation
resource
Archaeology

Keywords

  • Cultural heritage management
  • Cultural heritage tourism
  • Market segmentation
  • Motivation
  • National Park Service
  • Native American sites

Cite this

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title = "Motive-based tourist market segmentation: An application to native American cultural heritage sites in Arizona, USA",
abstract = "This paper utilises a motive-based segmentation to understand tourists to cultural heritage sites in Arizona, USA. The data for this study were collected through mail survey from a representative sample of 671 tourists to three Native American cultural heritage sites. Using cluster analysis based upon motives for cultural history learning, three distinct segments were found: (1) ‘culture-focused,’ (2) ‘culture-attentive’ and (3) ‘culture-appreciative’ tourists. These groups differed significantly in terms of behaviour, experience and interpretation. The culture-focused segments spent longer at the sites, stayed more nights away from home, considered visiting archeological sites as their primary activity, and placed more importance on interpretation. In addition, the culture-focused groups were more satisfied with their trip, appreciated the preservation of archeological resources and reported more learning experiences. Overall, the study supports the notion that heterogeneity exists within cultural heritage tourist markets. Implications of these findings in conceptualisation, management and marketing cultural heritage tourism are discussed.",
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