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Understanding Canadian and US tourists:
A self-concept based segmentation study

 

Shuyue Huang1 and Hwan-Suk Chris Choi2*

 

Received: 27/05/2016 Accepted: 19/08/2016

 

1School of Hospitality, Food and Tourism Management, University of Guelph
2School of Hospitality, Food and Tourism Management, University of Guelph, 50 Stone Rd E, Guelph, ON, Canada N1G 2W1; E-Mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
*Corresponding author

 

Abstract
 

This study aims to identify the distinctive market segments based on tourists’ self-concept, gain a better understanding of U.S. and Canadian tourists’ travel patterns, and provide implications that are beneficial to destination marketing organizations (DMOs). This study advances the knowledge of self-concept in the tourism context by validating its measurement and employing it as a segmentation base. This study used 2 percent of cases (N=1,012) of secondary data collected by an Ontario government agency, and a factor-cluster approach for analysis. Principal component analysis was utilized to identify specific characteristics of self-concept items and the results yielded three selves (extravert self, explorative self, and depressive self). Then, the study segmented U.S. and Canadian tourists by three self-concept factors and obtained four distinctive segments: Energetic Segment (ENT), Adventurous Segment (ADT), Conservative Segment (COT), and Escaping Segment (EST). ENT tourists are characterized as active, inquisitive and confident with a medium level of perceived value, satisfaction, and recommendation. ADT represents tourists who are older, open-minded, and optimistic with the highest level of perceived value, satisfaction, and recommendation. COT is relatively passive and had the lowest level of perceived value, satisfaction, and recommendation. EST is a group of nervous and stressful young female tourists who had a low level of perceived value and a medium degree of satisfaction and recommendation. This paper concludes with appropriate advertising and promotional strategies for the different segments.

 

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Keywords: self-concept, domestic tourism, segmentation, cluster analysis, North American tourists Shuyue1 and Hwan-Suk Chris2*

 

Citation: Huang, S., H. Choi (2017) Understanding Canadian and US tourists: A self-concept based segmentation study. European Journal of Tourism Research 16, pp. 201-213

 

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European Journal of Тourism Research