| Abstrakt: |
The purpose of this study is to segment Japanese spa tourists according to push and pull motivations using a factor-cluster market segmentation approach. From the result of segmentation, six motivation factors were derived from their overall motivation: Inn, Sight and nature, Relaxing, Companion, Destination, and Hot spring. The respondents were divided into three segments according to the motivation factors. This study also considered satisfaction and intention to repeat by segments. Tourists in each segment were categorised according to four types: Unsatisfaction, Satisfaction, Dissatisfaction but did not search for an alternative, and Dissatisfaction and searched for a better alternative. This study describes how most tourists can be categorised as the unsatisfaction type. [ABSTRACT FROM AUTHOR] |
