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Segmentation by benefits sought: the case of rural tourism in Madeira

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dc.contributor.authorAlmeida, António Manuel Martins de
dc.contributor.authorCorreia, Antónia
dc.contributor.authorPimpão, Adriano
dc.date.accessioned2020-10-21T10:31:50Z
dc.date.available2020-10-21T10:31:50Z
dc.date.issued2014
dc.description.abstractRural 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationAlmeida, A. M. M., Correia, A., & Pimpão, A. (2014). Segmentation by benefits sought: the case of rural tourism in Madeira. Current Issues in Tourism, 17(9), 813-831.pt_PT
dc.identifier.doi10.1080/13683500.2013.768605pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.13/2932
dc.language.isoengpt_PT
dc.publisherRoutledgept_PT
dc.subjectRural tourismpt_PT
dc.subjectMarket segmentationpt_PT
dc.subjectMadeira Island (Portugal)pt_PT
dc.subjectOutermost regionspt_PT
dc.subjectTourism on islandspt_PT
dc.subject.pt_PT
dc.subjectFaculdade de Ciências Sociaispt_PT
dc.titleSegmentation by benefits sought: the case of rural tourism in Madeirapt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage831pt_PT
oaire.citation.startPage813pt_PT
oaire.citation.titleCurrent Issues in Tourismpt_PT
oaire.citation.volume17(9)pt_PT
person.familyNameMartins de Almeida
person.familyNameCorreia
person.givenNameAntónio Manuel
person.givenNameAntónia
person.identifier.ciencia-id651F-3195-97B3
person.identifier.ciencia-id831F-FFD0-7A78
person.identifier.orcid0000-0002-3216-2018
person.identifier.orcid0000-0002-6707-8289
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublicatione951f0cc-880b-4354-96a5-35fbcd7821c3
relation.isAuthorOfPublication0f4638bf-7496-47cd-a4c5-9937db24a0c5
relation.isAuthorOfPublication.latestForDiscoverye951f0cc-880b-4354-96a5-35fbcd7821c3

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