A motivation-based segmentation of holiday tourists participating in white-water rafting. (September 2018)

• Record Type: Journal Article
• Authors: Albayrak, Tahir; Caber, Meltem
• Is Part Of: Journal of destination marketing & management. Volume 9(2018)
• Page Start: 64
• Page End: 71
• Publication Date: 2018-09
• Subjects: White-water rafting -- Adventure tourism -- Holiday tourists -- Tourist motivation -- Segmentation by motivation -- Antalya; Place marketing -- Periodicals; Tourism -- Management -- Periodicals; Electronic journals; 658.8005
• DOI: 10.1016/j.jdmm.2017.11.001
• Languages: English
• ISSNs: 2212-571X

Abstract

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. Highlights: Identified German tourists' motivations to participate in white-water rafting in Antalya-Turkey. Four motivation factors were identified Intellectual, Social, Competence/mastery, and Stimulus/avoidance. Segmentation of tourists by cluster analysis suggested four groups: Active, Reluctant, Moderate, and Challenge Seeker Vacationers.