Activity-based market segmentation of rural well-being tourists: Comparing online information search. (April 2017) - Pesonen, Juho Antti
Providing well-being and wellness services are growing trends in tourism. Well-being tourism has considerable potential as well with respect to tourism in rural areas. The objective of this article is to study well-being tourists as a heterogeneous market segment via activity-based segmentation in rural areas. Their online information search behaviour is compared to that of other market segments to ensure that the various segments can be targeted online and to elaborate upon the information search behaviour of various activity segments. Using cluster analysis, three different rural tourist segments can be identified in Finland based on their well-being activities. The results show the possibilities for activity-based segmentation in understanding the preferences for well-being services. The study demonstrates that the various rural well-being activity segments differ from each other based on socio-demographics and in how they use the Internet to search for information, book their holidays and write online reviews. All of these differences have managerial implications when it comes to developing rural well-being products, and they also demonstrate the possibilities for activity segmentation in rural well-being tourism.