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A Study on Market Segmentation According to Wellness Tourism Motivation and Differences in Behavior between the
1Master of Tourism, Event, and Convention Management, Kyonggi University, Seoul 03746, Republic of Korea.
International Journal of Environmental Research and Public Health
|January 21, 2023
Summary
This study identified six key wellness tourism motivations and segmented tourists into four types. Findings reveal significant differences in satisfaction and behavioral intentions across these segments, highlighting the need for tailored strategies.
Area of Science:
- Tourism Management
- Consumer Behavior
- Marketing Strategy
Background:
- Understanding wellness tourist motivations is crucial for market segmentation and strategy development.
- Previous research has identified various motivators, but a comprehensive segmentation based on these is needed.
- The study addresses the gap by segmenting the wellness tourism market based on identified visit motivations.
Approach:
- A literature review and expert discussion identified seven initial wellness tourism motivators.
- Data was collected from wellness tourism product users in Chungcheongbuk-do, South Korea.
- Factor analysis and difference analysis were employed to segment the market and analyze characteristics.
Key Points:
- Six core wellness tourism motivations were identified: relaxation/healing/health improvement, novelty, luxury/prestige, self-examination/education, nature-friendly, and social relations.
- Market segmentation revealed four distinct wellness tourist types: novelty-seeking, comprehensive motivation-seeking, neutral wellness-seeking, and exploratory wellness-seeking.
- Significant differences in satisfaction, behavioral intention, and flow were observed among the segmented groups.
Conclusions:
- The neutral wellness-seeking type exhibited lower satisfaction and behavioral intention compared to comprehensive and exploratory types.
- Differentiated marketing strategies are necessary for each wellness tourist motivation group.
- The study provides practical implications for developing targeted wellness tourism strategies and a motivation scale.
Keywords:
behavioral intentionflowmarket segmentationsatisfactionwellness motivationwellness tourismwellness tourist typeMore Related Videos
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