Segmentation of adventure tourists in New Zealand: an exploratory study

Abstract

Although a substantial and growing aspect of tourism both in New Zealand and overseas, little research has been done into what motivates adventure tourism participation or the implications for marketing strategy and tactics of targeting adventure tourists. Having identified research that successfully applied segmentation to the study of tourist populations, exploratory research was conducted with the principal purpose of applying (strategic) segmentation analysis to the study of adventure tourists in New Zealand. The research also investigated personality measures and factors that motivate adventure tourism participation as well as factors that serve as barriers to participation in such activities. In an effort to identify segments of adventure tourists that could represent favourable target markets for adventure tourism operators, survey research involved questionnaire distribution to customers through adventure tourism operations offering representative activities in locations throughout New Zealand. Questionnaire items were partly sourced from prior focus group research that had investigated participation motives and barriers. Factor and cluster analysis procedures were applied to the 150 usable questionnaires returned, and identified three segments that were stable and unique in terms of their personal value characteristics. The two most profitable, accessible, and reachable segments were labelled "Conservatives" and "Rebels Without a Cause" on the basis of their personal value profiles. Benefits sought, information source usage, and demographics were also used as segment profiling variables. The profiles of the two segments have potential implications for the marketing mix strategies and tactics employed by adventure tourism marketing entities, particularly with respect to the adventure tourism 'product' and its promotion. As an example, members of both segments sought a fun experience that was unique for them and in society in general, thus encouraging operators who desire their patronage to continually develop and promote 'bigger and better' experiences. Implications of the segment profiles for targeting scope are presented. Having identified 'workable' segmentation variables and analysis techniques, the research has implications for future segmentation research involving adventure tourists - especially with respect to instrument design and distribution. In order to guide the development of marketing strategy that is maximally relevant and effective, it is recommended that the lessons learnt be applied to segmentation research down to the level of the marketing entity (for example, individual operator).