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Travel Motivations as Criteria in the Wellness Tourism Market Segmentation Process

Author

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  • Ana Težak Damijanic

    (Institute of Agriculture and Tourism, Croatia)

Abstract

The purpose of this paper is to explore travel motivations as criteria in the segmentation process of wellness tourists. Data was collected through a self-complete questionnaire on a sample of tourists staying in one out of 15 wellness hotels situated in four wellness tourism regions of the Republic of Croatia. Research was conducted fromMay through June in 2013. The data were processed using univariate, bivariate and multivariate statistics. Univariate statistics was used for a general description of the sample; bivariate analysis was applied to examine the differences among the clusters, whilemultivariate statistics was employed in order to determine the factors underlying the travel motivation construct and to discover the clusters. A total of nine travelmotivation factors were identified by applying the theory of the push and pull travel motivations (three push motivation factors, and six pull motivation factors). Push travel motivation factors were labelled as Health trend, Relaxation and reward, and Novelty; pull motivation factors related to a wellness tourist product were labelled as Basic wellness, Intangible wellness, and Extra wellness, while pull motivation factors related to tourist destination were labelled as Cultural and natural heritage, Entertainment and recreation, and Landscape. Three clusters emerged by using travel motivation factors as segmentation criteria (high wellness, immaterial wellness, and low wellness clusters). Relaxation, wellness infrastructure and natural resources are important factors in wellness tourismresearch.However, both push and pull motivation factors are important variables in distinguishing among the segments.

Suggested Citation

  • Ana Težak Damijanic, 2020. "Travel Motivations as Criteria in the Wellness Tourism Market Segmentation Process," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 13(2), pages 201-213.
    • Handle: RePEc:prp:jattij:v:13:y:2020:i:2:p:201-213
    DOI: 10.26493/2335-4194.13.201-213
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    Cited by:

    1. Margarida Mota & Paulo Nossa & Claudete Oliveira Moreira, 2023. "The Impact of Health and Wellness Tourism in the Regional Economy of Estrela UNESCO Global Geopark, Portugal," Sustainability, MDPI, vol. 15(20), pages 1-29, October.
    2. Delia Gabriela Moisa & Demos Parapanos & Tim Heap, 2024. "Exploring Strategies to Market SMEs’ Activities: The Role of Personality Traits and Travel Motivations in Tourist Activities," Tourism and Hospitality, MDPI, vol. 5(4), pages 1-23, October.
    3. Jun Lee & Jeong-Joon Kim, 2023. "A Study on Market Segmentation According to Wellness Tourism Motivation and Differences in Behavior between the Groups—Focusing on Satisfaction, Behavioral Intention, and Flow," IJERPH, MDPI, vol. 20(2), pages 1-22, January.

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