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Push Travel Motivations As A Basis For Segmentation Of Tourists In Emerging Rural Tourism Destinations: The Case Of Croatia

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Listed:
  • Zeljka Mesic

    (University of Zagreb, Faculty of Agriculture)

  • Viktorija Primorac

    (University of Zagreb, Faculty of Agriculture)

  • Marija Cerjak

    (University of Zagreb, Faculty of Agriculture)

Abstract

Rural tourism has become one of the most popular strategies for rural development, and motivation is one of the most important criteria for identifying market segments. The aim of this paper is to explore the travel motivations of domestic rural tourists in Croatia and to identify a profile of rural tourists based on push travel motivation and tourist behaviour. An online survey was conducted on a convenient sample of 307 respondents. The collected data were analysed using factor analysis followed by cluster analysis. For rural tourists in Croatia, the most important travel motives are seeking relaxation and learning new things. Using a factor–cluster approach to market segmentation, the following four segments were identified: (1) Rural researchers and seekers of relaxation (16.8%), (2) Excitement seekers (29.0%), (3) Passive tourists (22.8%), and (4) Family rural tourists (31.4%). The study confirms the appropriateness of the push motives for segmenting tourists in emerging rural tourism destinations. The findings may help destination marketers to develop effective promotional and business strategies.

Suggested Citation

  • Zeljka Mesic & Viktorija Primorac & Marija Cerjak, 2022. "Push Travel Motivations As A Basis For Segmentation Of Tourists In Emerging Rural Tourism Destinations: The Case Of Croatia," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 31(1), pages 303-325, june.
    • Handle: RePEc:avo:emipdu:v:31:y:2022:i:1:p:303-325
    DOI: 10.17818/EMIP/2022/1.14
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    References listed on IDEAS

    as
    1. Mato Bartoluci & Zrinka Starešinić & Duška Mia Franić & Filip Bartoluci, 2018. "EU Fund's Assets in the Function of Rural Tourism Development in Croatia," Acta Economica Et Turistica, Libertas International University, vol. 4(1), pages 63-78, May.
    2. Prayag, Girish & Hosany, Sameer, 2014. "When Middle East meets West: Understanding the motives and perceptions of young tourists from United Arab Emirates," Tourism Management, Elsevier, vol. 40(C), pages 35-45.
    3. Henry Kaiser, 1974. "An index of factorial simplicity," Psychometrika, Springer;The Psychometric Society, vol. 39(1), pages 31-36, March.
    4. Kristian Orsini & Vukašin Ostojić, 2018. "Croatia’s Tourism Industry: Beyond the Sun and Sea," European Economy - Economic Briefs 036, Directorate General Economic and Financial Affairs (DG ECFIN), European Commission.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    market segmentation; push motives; rural tourism; Croatia;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development

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