Multidimensional segmentation of gastronomic tourists based on motivation and satisfaction
by Antonia Correia, Miguel Moital, Nuno Oliveira, Carlos Ferreira da Costa
International Journal of Tourism Policy (IJTP), Vol. 2, No. 1/2, 2009

Abstract: This paper evaluates whether motivation and satisfaction can be used as segmentation variables in gastronomy tourism. Based on a stratified random sample, the respondents were asked to rank the attributes when selecting a restaurant offering Portuguese gastronomy (motivation), as well as, their evaluation of those attributes (satisfaction). Factor analysis, categorical principal component analysis and non-hierarchical cluster analysis are employed to identify distinct groups of tourists. The findings point out three market segments which suggest that motivation is a much more powerful variable for segmenting gastronomic tourists than satisfaction. The paper concludes with a discussion of the implications for tourism policy and management.

Online publication date: Mon, 16-Feb-2009

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