Motivations to participate in social tourism programmes: a segmentation analysis of the senior market

Autor:	Elisabeth Kastenholz, Maria João Carneiro, Helena Alvelos, Celeste Eusébio
Rok vydání:	2013
Předmět:	Social tourism media_common.quotation_subject Geography Planning and Development language.human_language Market segmentation Order (exchange) Loyalty language Segmentation Relevance (information retrieval) Business Marketing Portuguese Tourism Earth-Surface Processes media_common
Zdroj:	Anatolia. 24:352-366
ISSN:	2156-6909 1303-2917
Popis:	Although tourism is recognized as a major industry worldwide, it is not accessible to all yet. In order to increase seniors' access to tourism, some countries have developed social tourism programmes for this market. However, few studies analyse the relevance and the motivations for participating in these programmes. This paper presents a market segmentation of a Portuguese social tourism programme for seniors based on motivations and a comparison of the resulting segments regarding the following features: socio-demographic profile; travel behaviour; benefits obtained; satisfaction; and loyalty. A questionnaire-based survey yielded 667 valid responses. A K-means cluster analysis was adopted to segment the market, and clusters were compared using ANOVA, Kruskal–Wallis, and χ2 tests. Three clusters emerged: “the passive seniors”, “the socio-cultural seniors”, and “the active seniors”. Several statistically significant differences among the clusters were detected. The results highlight the importance of soci...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::ada1122014fffb93495d659f19c5c78b https://doi.org/10.1080/13032917.2013.767212 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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