Market Segmentation of Heritage Tourism Destination: Empirical Analysis from Tourists at Lukang Heritage Recreation Area
| Autor: | HUANG, SAN-YANG, 黃三洋 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 Heritage tourism is one of the most popular tourism patterns. However, few studies have assessed the segmentation of tourists at heritage sites. In order to fill this gap, this study explores the market segmentation by assessing the authenticity experience of tourists at Lukang heritage recreation area. The questionnaire was conducted from September 9, 2018 to December 16, 2018. A total of 622 valid questionnaires were obtained. Exploratory factor analysis, cluster analysis and ANOVA were performed using IBM SPSS 24.0 statistical software. This study found that tourists can be divided into four clusters according to their authenticity experience, which were named as: cultural history experience tourists, hedonistic tourists, multiple experience tourists, and heritage experience tourists. The results showed that the multiple experience tourists were significantly satisfied and loyal compared to the other three clusters, meanwhile the performance of the hedonistic tourists ranked last. This study introduces the concept of market segmentation, which can effectively construct the relationship and difference between authenticity experience, satisfaction and loyalty of each cluster of tourists. The findings of this study help managers to formulate effective marketing strategies and designs to meet the needs of tourists. In order to develop cultural heritage tourism, the Lukang heritage recreation area should plan more sightseeing tours and encourage different tourist market segmentation to participate in cultural tourism. This study provides valuable management advice for the sustainable development of cultural heritage tourism. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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