Rural Tourism Segmentation: A Case from Iran
Publish place: The 4th Conference on Environmental Planning and Management
Publish Year: 1396
نوع سند: مقاله کنفرانسی
زبان: English
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شناسه ملی سند علمی:
ESPME04_604
تاریخ نمایه سازی: 19 خرداد 1396
Abstract:
Tourism segmentation provides desirable knowledge in the development of strategy formulations. In this study, the researchers examined market segments of rural tourists based on their characteristics, travel motivations, and preferred activities in Center of Iran. Data collection was conducted over a period of seven months from 450 tourists through a self-administered questionnaire. The principal components of analysis and ANOVA were applied to analyze the results. Tourists were clustered into three main segments: l ocal attachment and peace; rurality, relaxation, and spirituality; and environment and outdoor recreation. The market diversification strategy was formulated based on three main factors: (1) use of area potential for tourism diversification, (2) management, and (3) initiatives. The resultant strategy based on the study findings could act as a driving force for successful rural tourism development.
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Authors
hassan darabi
Graduate Faculty of Environment, University of Tehran
naser bayat
Faculty of Geography, University of Tehran
ebrahim rastegar
Faculty of Geography, University of Tehran
majid tajic
Department of Geography, University of Kharazmi
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