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Segmentation of rural tourists: combining push and pull motivations

Author

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  • Juho A. Pesonen

    (University of Eastern Finland, Centre for Tourism Studies, Savonlinna, Finland)

Abstract

Rural tourism is an important form of tourism in many countries, including Finland. To understand rural tourists’ behaviour and help tourism companies market their products more efficiently many scholars have segmented rural tourists in several different geographical locations. This study aims to combine segmentation approaches used in earlier studies, namely motivation and benefit segmentation, and segment online rural tourists in Finland. Data is collected in a rural tourism affiliate website and analysed using cluster analysis on tourists’ motivations. Among 727 respondents, four rural tourist segments are found: “Social travellers”, “Wellbeing travellers”, “Home region travellers” and “Family travellers”. The segments differ from each other in motivations, preferred destination attributes, travel behaviour and sociodemographic factors. Understanding these differences will provide rural tourism companies important information to successfully market their products by combining both push and pull motivations in their marketing and product development.

Suggested Citation

  • Juho A. Pesonen, 2012. "Segmentation of rural tourists: combining push and pull motivations," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 18(1), pages 69-82, May.
    • Handle: RePEc:tho:journl:v:18:y:2012:n:1:p:69-82
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    Cited by:

    1. Jing Yu Pan & Dothang Truong, 0. "Low cost carriers in China: passenger segmentation, controllability, and airline selection," Transportation, Springer, vol. 0, pages 1-26.
    2. Bel, François & Lacroix, Anne & Lyser, Sandrine & Rambonilaza, Tina & Turpin, Nadine, 2015. "Domestic demand for tourism in rural areas: Insights from summer stays in three French regions," Tourism Management, Elsevier, vol. 46(C), pages 562-570.
    3. Bart Neuts & João Romão & Peter Nijkamp & Asami Shikida, 2016. "Market segmentation and their potential economic impacts in an ecotourism destination," Tourism Economics, , vol. 22(4), pages 793-808, August.
    4. Salitta Saribut, 2018. "Using Correspondence Analysis to Explore the Relationship Between Information Sources and Elderly Tourist Segments," Modern Applied Science, Canadian Center of Science and Education, vol. 12(5), pages 1-89, May.
    5. Jing Yu Pan & Dothang Truong, 2021. "Low cost carriers in China: passenger segmentation, controllability, and airline selection," Transportation, Springer, vol. 48(4), pages 1587-1612, August.
    6. Nemanja Tomić & Miloš Marjanović, 2022. "Towards a Better Understanding of Motivation and Constraints for Domestic Geotourists: The Case of the Middle and Lower Danube Region in Serbia," Sustainability, MDPI, vol. 14(6), pages 1-11, March.
    7. Christina Katsikari & Leonidas Hatzithomas & Thomas Fotiadis & Dimitrios Folinas, 2020. "Push and Pull Travel Motivation: Segmentation of the Greek Market for Social Media Marketing in Tourism," Sustainability, MDPI, vol. 12(11), pages 1-18, June.
    8. 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.
    9. Li, Yuxin & Yao, Zili & Guo, Zhanfeng, 2023. "Willingness to pay and preferences for rural tourism attributes among urban residents: A discrete choice experiment in China," Economic Analysis and Policy, Elsevier, vol. 77(C), pages 460-471.
    10. Mohammed Alraeeini & Qiuyan Zhong & Elena Antarciuc, 2019. "Analysing Drivers and Barriers of Accommodation Sharing in Dubai Using the Grey-DEMATEL Approach," Sustainability, MDPI, vol. 11(20), pages 1-24, October.
    11. María Genoveva Millán & María Del Pópulo. Pablo-Romero & Javier Sánchez-Rivas, 2018. "Oleotourism as a Sustainable Product: An Analysis of Its Demand in the South of Spain (Andalusia)," Sustainability, MDPI, vol. 10(1), pages 1-19, January.

    More about this item

    Keywords

    segmentation; motivations; benefits; cluster analysis; push; pull; tourism marketing;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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