Vol15 No.8: 1711-1727
【Title】Segmentation by domestic visitor motivation: Changbai Mountain Biosphere Reserve, China
【Author】GU Xiao-ping1,2; Bernard J. LEWIS1; NIU Li-jun3; YU Da-pao1; ZHOU Li1; ZHOU Wang-ming1; GONG Zhen-cai3; TAI Zhi-juan3; DAI Li-min1*
【Addresses】1 Key Laboratory of Forest Ecology and Management, Institute of Applied Ecology, Chinese Academy of Sciences, Shenyang 110016, China; 2 College of Economics and Management, Shenyang Agricultural University, Shenyang 100866, China; 3 Changbai Mountain Academy of Sciences, Changbai Mountain Protection and Development Zone, Erdaobaihe 133613, China
【Corresponding author】DAI Li-min
【Citation】Gu XP, Lewis BJ, Niu LJ, et al. (2018)Segmentation by domestic visitor motivation: Changbai Mountain Biosphere Reserve, China. Journal of Mountain Science 15(8). https://doi.org/ 10.1007/s11629-017-4708-1
【Abstract】Protected areas have become important tourism products that promoted as attractions by the tourism industry. Taking the Changbai Mountain Biosphere Reserve in Northeast China as a case, this study addresses visitor needs as a basis for developing a tourism strategy aimed at enhancing tourist opportunities at this reserve. A factor-cluster approach was employed to identify visitor segment profiles based on their visit motivations. Through random sampling, a pencil-and-paper questionnaire in Chinese language was collected from 637 domestic tourists in the study area. A principal components analysis of motivations revealed eight motivational factors, and four distinct groups of tourists – Nature travelers, Cultural landscape tourists, Food & shopping enthusiasts, and Eclectic adventurers – were identified. Understanding the differences in these visitor segments will help the management authority effectively analyze nature reserve attributes and provide alternative activities and services to tourists. Finally, within the dual framework of market segmentation and destination management some management recommendations and marketing implications are suggested.
【Keywords】Tourism motivation; Visitor segmentation; Ecotourism; Changbai Mountain; Biosphere Reserve; Principal components analysis