Segmenting the Domestic Tourism Market of Isfahan Based on the traveling Motives as a Tool for Urban Tourism Management

Subject Areas : Social Science Quarterly

بهرام رنجبریان ¹ (استاد بازاریابی گروه مدیریت دانشکده اقتصاد دانشگاه اصفهان)
محمد غفاری ² (دانشجوی دکتری بازاریابی مدیریت دانشگاه اصفهان)
سعید فتحی ³ (استادیار گروه مدیریت دانشکده اقتصاد دانشگاه اصفهان(نویسنده مسئول))

Received: 2017-04-24 Accepted : 2017-04-24 Published : 2014-08-23

Keywords: Tourism, Isfahan, Market segmentation, Traveling motives,

Abstract :

The main purpose of this study is to identify and analyze the traveling motives of domestic tourists who visited Isfahan in order to segment domestic tourism market of this city. The statistical population of this study includes domestic tourists who have traveled to the city in March and April of 2012. A sample of 1000 tourists has been selected randomly. A self-administrated questionnaire including 40 questions has been used for data collection. Reliability and validity of the questionnaire have been examined and approved. Confirmatory factor analysis and one-sample T test are the main statistical methods that used for analyzing data. According to the findings, eight traveling motives are identified as cultural-historical, visiting relatives and friends, purchasing, accompanying family and friends, rest and entertainment, low-cost traveling, urban attraction, and security motives.