Segmenting youth tourists to cultural heritage destinations: motivational determinants and experiential characteristics
by Nikolaos Boukas
International Journal of Leisure and Tourism Marketing (IJLTM), Vol. 4, No. 1, 2014

Abstract: Although youth tourism has been recognised as an important market for several forms of tourism, its role for cultural tourism is underestimated. However, youths are important tourists in cultural heritage destinations while culture constitutes a significant motive in their travel career. The paper aims to examine the motivational determinants and experiential characteristics of youth tourists in cultural heritage destinations and identifies the sub-segments of the youth market. Employing mixed methods of quantitative and qualitative research techniques, the study recognises that the youth cultural segment has some similarities but cannot be considered as homogenous. In this respect, strategic marketing planning of cultural heritage destinations needs to consider also the micro-differences of the youth segment in terms of their motives and perceptions. The paper concludes with a model that demonstrates the sub-segments of the youth market and the pertinent marketing management strategies that need to be considered to fully realise, appreciate and exploit their potential for cultural heritage tourism development.

Online publication date: Thu, 07-Aug-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Leisure and Tourism Marketing (IJLTM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com