A typology of domestic tourists based on travel motivations: An application in the domestic tourism market

Market segmentation is one of the techniques applied in shaping the content of touristic products in the tourism market. With the help of market segmentation, it is possible to clarify the marketing efforts required by various tourist types. The purpose of this study is to segment the domestic tourism market based on travel motivations and to determine a typology of domestic tourists. Considering this purpose, motivation theories were utilized for the segmentation of domestic tourism market. Travel motivations of domestic tourists were determined with the help of questionnaire developed. The typology emerged from a quantitative study of domestic tourists who stayed in licensed tourism enterprises included in the research sample. Personal interviewing technique was employed for research data collection. Findings of the analysis found eight underlying dimensions of domestic tourists? motivations. Six discernable clusters of domestic tourists surfaced from these factors in the domestic tourism market. Further, clusters were profiled and compared with each other and significant differences were found among the tourist types in terms of demographic and trip behaviour characteristics. The results suggested implications and marketing practices for the development and promotion of touristic products consistent with the needs and wants of specified domestic tourist types.