Market Segmentation by Motivations to Travel: British Tourists Visiting Turkey

Abstract

Knowledge about tourist motivations would enable tourism destination planners to better satisfy consumer needs. Recent studies evidence the heterogeneous nature of tourist motivations, and highlight the importance of motivations (e.g., Bansal & Eiselt, 2004). The context-dependency of motivations to specific destinations and tourist market emphasizes the need of further research. The purpose of this study is two-fold. First, to explore the primary reasons influencing British tourists' decision making while taking a summer holiday in two resorts (Fethiye and Marmaris), located in Mugla (Turkey), and second, to identify customer segments, depending on their socio-demographic characteristics and holiday-taking patterns. On the basis of multi-step cluster analysis, five segments were found: fuzzy tourists, recreational-type, active, escape seekers and relax-quiet tourists. Managerial implications and further research are also discussed.