Motivation-based segmentation of yachting tourists in China

Abstract

Yachting tourism plays a role in tourist activities and contributes significantly to the marine economy. It is also becoming a popular recreational option for China’s growing middle class. As tourism is a large source of growth for China’s economy, it is imperative to understand what motivates tourists to choose different segments of the tourism market. To do this, we examine one segment in depth – yachting tourism. Survey data were collected from 451 yachting tourists in Dalian, China. Next, a factor-clustering method identified four main experiences yachting tourists are seeking: novelty, leisure and sport, multi-experience, and self-realization. Yachting tourism business operators and destination managers will be able to apply these insights regarding what motivates tourists, to develop more effective management strategies.