Heritage on the High Plains: Motive-Based Market Segmentation for a US National Historic Site

Over the past several years, many iconic national parks in the US have experienced large increases in visitation. At the same time, lesser-known units have had declining numbers. Both issues challenge the sustainable management of parks. The purpose of this study is to use motivation theory to develop and test the differences between market segments at a western US national historic site. The ultimate goal is to contribute to sustainable visitation management by increasing visitation and enhancing the visitor experience. A market segmentation analysis can identify and describe promising target markets. The data were collected using an onsite exit survey, resulting in a sample of 570 visitors over the high season. Three clusters of visitors were identified: heritage immersers, history appreciators, and casual sightseers. The groups differed significantly with respect to visitation motives, travel, and visitation patterns. Segments are described and implications offered. The study confirms differences among cultural heritage visitors, with some being promising as target markets for the historic site. The study underscores the importance of tailoring site management and marketing strategies to meet the diverse needs of visitors and supports the use of motive-based segmentation as a means of better understanding and sustainably managing visitor experiences.