A conceptual framework for segmenting niche tourism markets.
Lotter, Melissa Jeanette
Lotter, Melissa Jeanette
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Abstract
Various research studies have investigated the rapidly growing niche tourism domain by focusing on cultural, event and/or natural area tourism. However, researchers and marketers were challenged with a limited theoretical foundation identifying the product preferences that differentiate niche tourist groups. As a result, with a view to identify the specific segmentation bases that should be used when segmenting niche tourism markets, conventional and perhaps not entirely appropriate assumptions and perceptions have been implemented in existing studies. To address a knowledge gap in the adventure tourism domain, a positivism epistemology and an objective ontology was used to inform this study’s core
research function or purpose that was grounded on pure (basic) descriptive research. Consequently, descriptive quantitative data collection and analysis methods were implemented to develop a theoretical foundation focusing on the specific product preferences (key factors) of niche tourist groups. Using a reputable measurement process, valid and reliable measures were incorporated into a descriptive survey (e-questionnaire) to identify the research population’s (N=143) perceptions regarding the study objectives and to solve the research problem. Thereafter, using the representation of frequency distributions, percentages and the measures of central tendency; raw data aggregations resulted in standard normal distributions that were described using the variation measures of ranges and/or standard deviation for univariate analysis and Chi-square and Correspondence Analyses for multivariate analysis.
The research results indicated that in conjunction with broad segmentation bases. (geographic, demographic, psychographic and/or other behavioural), researchers and marketers should use a combination of activity-based, environment-based and/or experience-based segmentation as bases to segment niche tourism markets that share similar product preferences. More specifically, activity-based, environment-based or experience based segmentation should be used if a niche tourist group mostly prefer either activities, environments or experiences. This study therefore presents a theoretical foundation that can be used for future marketing research towards verifying the specific product preferences of niche
tourist groups by incorporating the perceptions held by other macro and micro niche tourism researchers and marketers; and/or advancing the field of knowledge on the variables associated with specific segmentation bases. In addition, the conceptual framework that this study presents can be used for identifying the specific bases for segmenting niche tourism markets in order to identify and group niche tourists according to the presence or absence of those factors that affect niche tourists’ purchase decisions so that marketing strategies
can be adjusted in order to meet the specific needs and wants of every selected niche tourist group.
Description
Submitted in partial fulfilment of the requirements for the degree, Doctor Technologiae in the Department of Tourism Management, Faculty of Management Sciences at the Tshwane University of Technology
Date
2016-10-01
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Tshwane University of Technology
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Keywords
Mass tourism, Natural area tourism, Adventure tourism, Positivism epistemology, Objective ontology