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- Segmentation by benefits sought: the case of rural tourism in MadeiraPublication . Almeida, António Manuel Martins de; Correia, Antónia; Pimpão, AdrianoRural tourism has been promoted as an effective catalyst for growth in rural areas severely hit by the rural structuring process. However, with regard to islands, rural tourism has been mainly advertised and promoted as a counterpoint to mass tourism. While in most Western countries rural tourism has been in place for decades, islands have been pursuing a rural tourism agenda only since the 1990s. Consequently, we face a dearth of research regarding motivation factors that attract tourists to the rural hinterland on islands. The purpose of this study is to segment and profile rural tourists based on benefits sought in order to gain a better understanding of the current demand trends. The data collection procedure were based on a self-administered survey applied to a sample of 180 tourists, and four clusters were identified. The relaxer cluster which comprises individuals attracted by opportunities to relax and recharge batteries, are the most dominant, suggesting that the sector mimics, to a large extent, the main tourism market. This is a problematic outcome because the sector is failing to attract a more diverse and wealthy clientele. Due attention should also be paid to other clusters. The ruralist segment values relaxation in natural segments to escape from daily routine, the ‘want it all segment’ is composed of tourists interested in all kind of activities and the family-oriented cluster is mainly interested in socialising with the family. Implications of our preliminary conclusions for theory and practice are discussed.
- Tourism development in Madeira: an analysis based on the life cycle approachPublication . Almeida, António; Correia, AntóniaThis paper identifies Madeira Island’s growth stage in accordance with Butler’s life cycle model. Life cycle analysis is pursued using an econometric approach over an extended period, from 1976 to 2006. The results suggest that Madeira is about to enter the stagnation phase. The industry’s development since the 1970s was found to conform to Butler’s model, but in its own way. In the case of Madeira, the island’s positive image and the time span within each of the life cycle stages challenge the traditional life cycle model, suggesting rather that the maturity stage may persist indefinitely.