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Motivations and segmentation of the demand for coastal cities: A study in Lima, Peru
Author(s) -
CarvacheFranco Mauricio,
CarvacheFranco Orly,
CarvacheFranco Wilmer,
AlvarezRisco Aldo,
EstradaMerino Alfredo
Publication year - 2020
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.2423
Subject(s) - tourism , nightlife , segmentation , novelty , sample (material) , geography , market segmentation , marketing , advertising , computer science , business , psychology , archaeology , artificial intelligence , social psychology , chemistry , chromatography
The purpose of this research is to identify the motivations and segmentation of demand in coastal cities. The present study was carried out in Lima, a tourist destination in the Peruvian Pacific Ocean coast. This quantitative study used a sample with 381 valid questionnaires. To analyze data, factor analysis and non‐hierarchical K‐means segmentation were performed. Results show six motivational factors: “Culture and nature,” “Authentic coastal experience,” “Novelty and social interaction,” “Learning,” “Sun and beach,” and “Nightlife.” The study presents three different segments of visitors: “Passive Tourists,” “Eco‐coastal,” and “Multiple motives.”