Segmenting visitors to Tropical North Queensland by travel motives

Changes in tourist markets are best understood through the analysis of visitor segments, seasonality and patterns of demand. This paper examines visitor segments in Tropical North Queensland and how these have changed between 2007 and 2010. Using a two-step cluster analysis and a posteriori segmentation, the data were first analysed by travel motivation and then by socio-demographic variables. Three clusters were identified as Rest and Relaxation, Nature and Activity, and Nature and Relaxation. Further analysis resulted in nine segments being identified and profiled. Trends in the clusters and segments were also examined over time, revealing growth in some market segments. The findings support previous research showing the importance of nature based tourism to the region, and indicate opportunities to develop new tourism products and experiences, such as adventure, food, sport and culture, based on the non-nature based travel motivations among some visitor segments.