A motivation-based segmentation of holiday tourists participating in white water rafting


ALBAYRAK T. , CABER M.

JOURNAL OF DESTINATION MARKETING & MANAGEMENT, vol.9, pp.64-71, 2018 (Journal Indexed in SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 9
  • Publication Date: 2018
  • Doi Number: 10.1016/j.jdmm.2017.11.001
  • Title of Journal : JOURNAL OF DESTINATION MARKETING & MANAGEMENT
  • Page Numbers: pp.64-71
  • Keywords: White-water rafting, Adventure tourism, Holiday tourists, Tourist motivation, Segmentation by motivation, Antalya, ADVENTURE TOURISM, RURAL TOURISM, RISK, RIVER, MODEL

Abstract

Much of the previous research on white-water rafting has investigated the motivations of adventure tourists. This study identifies German tourists' motivations to participate in white-water rafting during their vacation. In addition, the study aims to provide a wider perspective by segmenting holiday tourists depending on their rafting participation motivations. The study focuses on holiday tourists who took a daily white-water rafting tour in the Koprulu Canyon area in Antalya. Using the Leisure Motivation Scale, 375 questionnaires were collected from the survey participants. Firstly, by conducting a factor analysis, Intellectual, Social, Competence/Mastery, and Stimulus/Avoidance were identified as the main white-water rafting motivations. Later, a cluster analysis was performed in order to segment tourists according to their motivations. Four groups were obtained: Active Vacationers, Reluctant Vacationers, Moderate Vacationers, and Challenge Seeker Vacationers. Implications derived from the study are presented in the discussion section.