Activities-Based Segmentation of the Cultural Tourism Market

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Abstract
This paper explores the application of activities-based segmentation as a means of segmenting the cultural tourism market. Activities-based segmentation is predicated on the assumption that different tourism products appeal to different types of tourists. Through an analysis of tourist behavior, discrete market segments can be identified. The validity of these segments is verified by various statistical tests. Using Hong Kong as a case study, the authors were able to identify six discrete cultural tourism market segments. Each segment exhibited different socio-demographic characteristics, trip profile patterns and motives, providing insights into how to target marketing activities at each segment.