Motivation-based Market Segmentation in Rural Tourism: the Case of Sámán, Iran
DOI:
https://doi.org/10.6092/issn.2036-5195/7453Keywords:
Rural Tourism, Market Segmentation, Tourist Motivation, Field SurveyAbstract
Market segmentation is a pivotal and under-investigated issue when evaluating decision-making processes and motivational factors shaping rural tourism. The present study has examined market segments of rural tourists in Iran based on their socio-demographic attributes, travel characteristics and preferred leisure activities, profiling rural tourists on the base of their motivational background. The survey results indicated that rural tourism in the study area is a heterogeneous market, whose development depends on general trends in Middle East tourism market. A comprehensive knowledge of rural tourism actors may help formulating appropriate marketing strategies for internal areas destined to tourism growth.
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