Segmentation by domestic visitor motivation: Changbai Mountain Biosphere Reserve, China

Protected areas have become important tourism products that promoted as attractions by the tourism industry. Taking the Changbai Mountain Biosphere Reserve in Northeast China as a case, this study addresses visitor needs as a basis for developing a tourism strategy aimed at enhancing tourist opportu...

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Bibliographic Details
Published in:Journal of mountain science 2018-08, Vol.15 (8), p.1711-1727
Main Authors: Gu, Xiao-ping, Lewis, Bernard J., Niu, Li-jun, Yu, Da-pao, Zhou, Li, Zhou, Wang-ming, Gong, Zhen-cai, Tai, Zhi-juan, Dai, Li-min
Format: Article
Language:English
Subjects:
Biosphere
Cultural factors
Earth and Environmental Science
Earth Sciences
Ecology
Environment
Frameworks
Geography
Landscape
Management
Marketing
Motivation
Principal components analysis
Profiles
Protected areas
Random sampling
Segmentation
Statistical sampling
Tourism
Tourists
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Summary:Protected areas have become important tourism products that promoted as attractions by the tourism industry. Taking the Changbai Mountain Biosphere Reserve in Northeast China as a case, this study addresses visitor needs as a basis for developing a tourism strategy aimed at enhancing tourist opportunities at this reserve. A factor-cluster approach was employed to identify visitor segment profiles based on their visit motivations. Through random sampling, a pencil-and-paper questionnaire in Chinese language was collected from 637 domestic tourists in the study area. A principal components analysis of motivations revealed eight motivational factors, and four distinct groups of tourists–Nature travelers, Cultural landscape tourists, Food & shopping enthusiasts, and Eclectic adventurers–were identified. Understanding the differences in these visitor segments will help the management authority effectively analyze nature reserve attributes and provide alternative activities and services to tourists. Finally, within the dual framework of market segmentation and destination management some management recommendations and marketing implications are suggested.
ISSN:1672-6316
1993-0321
1008-2786
DOI:10.1007/s11629-017-4708-1