Motivation-based Segmentation of Cruise Tourists: A Case Study on International Cruise Tourists Visiting Kuşadasi, Turkey

Abstract

This study segments cruise tourists by their travel motivations. Two groups were obtained by cluster analysis from the sample of international cruise tourists visiting Kuşadasi Harbour, Turkey. The first group members were named as Variety Focused , while the second group members were named as Utilitarian and Ambitious tourists, according to their motivations. Variety Focused people are mostly the elderly, social, and repeat cruise tourists who are motivated by escaping needs from their normal environment and routine daily life. Utilitarian and Ambitious people are the tourists at different age groups, who are socially active and benefit seeking. By knowing the main motivations of tourist segments, cruise companies may generate specific services to meet the needs and expectations of the customers.