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Segmenting visitors to Tropical North Queensland by travel motives

conference contribution
posted on 05.12.2018, 00:00 by Michelle Thompson, Bruce Prideaux
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.

History

Editor

Lade C; Melsen L

Start Page

584

End Page

599

Number of Pages

16

Start Date

06/02/2012

Finish Date

09/02/2012

ISBN-13

9780987050717

Location

Melbourne, Australia

Publisher

La Trobe University

Place of Publication

Melbourne, Vic

Peer Reviewed

Yes

Open Access

No

Cultural Warning

This research output may contain the names and images of Aboriginal and Torres Strait Islander people now deceased. We apologize for any distress that may occur.

External Author Affiliations

James Cook University

Author Research Institute

Centre for Tourism and Regional Opportunities

Era Eligible

Yes

Name of Conference

CAUTHE 2012 National Conference

Exports

CQUniversity

Exports