Regresar

Segmentation based on recreational experiences in coastal and marine destinations: a study in Acapulco, Mexico

Abstract:

Coastal and marine destinations that offer recreational activities can enhance visitors’ experiences and promote their environmental responsibility. The objective of this study was to carry out a market segmentation of the domestic tourism demand based on recreational experiences in a coastal and marine destination. This in-situ research was conducted in Acapulco, an important destination in Mexico. A total of 441 questionnaires were obtained and analyzed. Factorial analysis was applied as a data reduction technique and K-means clustering as a case grouping method. Four dimensions of recreation experiences emerged: experiential reflection, experiential learning, ecological observation, and sensory and experiential. Also, four segments of tourists were found based on their recreation experiences: ‘multiple-experience recreationists,’ ‘hedonists,’ ‘knowledge seekers,’ and ‘aestheticists.’ The findings will serve as management guides for tourist destinations managers and will help companies in the sector to create efficient marketing plans.