Identification of Segments for Overseas Tourists Playing Golf in Spain: A Latent Class Approach

Sports tourism has experienced spectacular growth in the last few decades. This study strives to contribute towards the hitherto scarce research on segmentation in sports tourism. Specifically, this work aims to determine the existence of various profiles of overseas tourists playing golf in Spain b...

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Bibliographic Details
Published in:Journal of hospitality marketing & management 2015-08, Vol.24 (6), p.652-680
Main Authors: Ramírez-Hurtado, José M., Berbel-Pineda, Juan M.
Format: Article
Language:English
Subjects:
Consumer behavior
Customer satisfaction
golf tourism
latent class
market niches
Market segmentation
Niche marketing
Professional golf
reasons for trip
satisfaction
segmentation
Studies
Tourism
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Summary:Sports tourism has experienced spectacular growth in the last few decades. This study strives to contribute towards the hitherto scarce research on segmentation in sports tourism. Specifically, this work aims to determine the existence of various profiles of overseas tourists playing golf in Spain by means of using demographic variables, the characteristics of the travel, the main reason for the trip, and the satisfaction experienced with the trip. Segments were obtained using latent class analysis. Results show that there are four profiles of golf sports tourists based on the overall satisfaction experienced on the trip. Furthermore, results show that tourists play golf for various reasons and that there are significant market niches. Practitioners and academics have the ability to gain a fuller understanding of a particular market, thereby enabling them to improve techniques to predict consumer behavior and to exploit new market opportunities. In particular, governments, agents, and tourism managers can allocate resources in a more strategic and focused manner.
ISSN:1936-8623
1936-8631
DOI:10.1080/19368623.2014.934980