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

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.

Market segmentation, rural tourism, marketing, motivation, Iran