Title: Multidimensional segmentation of gastronomic tourists based on motivation and satisfaction

Authors: Antonia Correia, Miguel Moital, Nuno Oliveira, Carlos Ferreira da Costa

Addresses: Faculty of Economics, University of Algarve, Campus de Gambelas, 8000-117 Faro, Portugal. ' Centre for Event and Sport Research, School of Services Management, Bournemouth University, Dorset House, Talbot Campus, Fern Barrow, Poole, Dorset, BH12 5BB, UK. ' Department of Management, London School of Economics, Houghton Street, London, WC2A 2AE, UK. ' Department of Economics and Industrial Management, University of Aveiro, Campo Universitario de Santiago, 3810-193 Aveiro, Portugal

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.

Keywords: gastronomy; motivation; satisfaction; segmentation; cluster analysis; travel; Portugal; gastronomic tourism; tourism policy; tourism management.

DOI: 10.1504/IJTP.2009.023272

International Journal of Tourism Policy, 2009 Vol.2 No.1/2, pp.37 - 57

Published online: 16 Feb 2009 *

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