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Motivation Segmentation of Chinese Tourists Visiting the US

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This study attempts to segment Chinese tourists visiting the US based on items representing motivations. A factor-cluster approach was used to analyze the data. Factor analysis resulted in six underlying motivation factors: Relaxation/Escape, Prestige, Knowledge, Job Fulfillment, Entertainment, and Novelty. Based on the six motivation factors, cluster analysis identified three homogeneous groups of respondents. The distinct groups were identified as High Brow Traveler, Enthusiastic Traveler, and Reluctant Traveler. Marketing implications were provided based on the findings.
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Keywords: CHINESE TOURISTS; FACTOR-CLUSTER SEGMENTATION; MOTIVATION

Document Type: Research Article

Publication date: 2009-12-01

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  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
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