Unawareness Dissertation

INTERNATIONAL DIARY OF TRAVEL RESEARCH Int. J. Tourism Res. five, 45±58 (2003) Published on the net in Wiley InterScience (www.interscience.wiley.com). DOI: twelve. 1002/jtr. 417

Testing a Cultural Travel and leisure Typology

Frank McKercher* and Hilary ni Cros Institution of Lodge and Travel Management, Hk Polytechnic University or college, Hung Hom, Kowloon, Hong Kong

ABSTRACT This paper assessments further a cultural travel typology based upon the program between centrality of ethnical tourism as a trip objective and the depth of experience. Five types of cultural tourist will be identi®ed that represent ®ve bene®t-based segments. The sectors are analyzed against many different trip, demographic, motivational, favored activity, consciousness, cultural distance and activity variables. Signi®cant differences happen to be noted between the groups, recommending that the model presented might be effective in segmenting the cultural travel market. Furthermore, although the segmentation process can be predicated in two parameters, these parameters are re¯ective of fundamental trip motivation, activity inclination and ethnical distance factors noted between the different types of social tourist. Copyright # 2003 John Wiley & Daughters, Ltd.

knowledge to those folks who were highly motivated to visit for cultural reasons and who consequently had profound experiences. The model was tested empirically in a limited manner and it was found that each of the ®ve segments displayed substantially distinct behaviour. This kind of paper develops the travel typology version further by testing the validity of the segments identi®ed against a wider variety of trip, demographic, experiential, motivational, attitudinal and learning factors. CLASSIFYING CULTURAL TOURISTS BY SIMPLY CENTRALITY OF PURPOSE AND DEPTH OF EXPERIENCE Promoting theory argues that every industry consists of groups or portions of customers with different needs and wants (Kotler, 1999). Customers who respond in a homogeneous way, be it in their motives, behaviour, reactions to promoting activities, or the bene®ts they will seek from consuming products can be assembled (Sollner and Rese, 2001), enabling goods to be developed that can better satisfy the differing needs of every segment. Sections are only important if they will help a great organisation better match its products with this target marketplaces (Mitchell and Wilson, 1998). The operationalisation challenge is always to ®nd a method of identifying discrete industry segments although working within the ®nancial and skills restrictions of the company. If all markets could be segmented, in that case, it stands to reason that the ethnic tourism industry should be zero different. Inside the absence of more discriminating variables, researchers sought to identify dissimilarities between ethnic tourists and also other tourists employing demographic variables (Richards, mil novecentos e noventa e seis; Blackwell, 1997; Miller, 1997; Kemmerling Clack, 1999). Nevertheless a number of authors (Prentice et al., 98; Copyright # 2003 John Wiley & Sons, Ltd.

Keywords: ethnic tourism, segmentation, Hong Kong. LAUNCH

A

cultural tourism typology model applying centrality of purpose and depth of experience because the main dimensions was proposed in this journal (see McKercher, 2002). Five types of ethnic tourist were identi®ed for the reason that study, including those people for whom tradition played not any role inside their decision traveling and who a short

*Correspondence to: B. McKercher, School of Hotel and Tourism Administration, Hong Kong Polytechnic University, Installed Hom, Kowloon, Hong Kong. E-mail: [email protected] edu. hk

46

B. McKercher and They would. du Cros

Figure 1 . A cultural tourist typology

Frochot and Morrison, 2000) argue that because tourism is definitely experiential and this experience is sought by simply groups of travelers across socio-demographic strata, bene®t segmentation may be more relevant than strict sociodemographic segmentation. To a hugely, though, much research into cultural travel is still aimed at using socio-demographic variables (Bowen, 1998; Prentice...

References: Int. J. Tourism Res. five, 45±58 (2003)

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Int. J. Tourism Res. a few, 45±58 (2003)

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