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Advisor(s)
Abstract(s)
This research aimed to segment the market of visitors who practise outdoor activities in the North region of
Portugal based on their motivations. An online survey was conducted between June to September of 2021, with a sample of
200 tourists who realised the region's outdoor activities during this period. The data collected allowed determining factor
analysis and the clusters. Two factors: services/hospitality and nature experiences, and three clusters: soft practitioners,
radicals, and enthusiasts were delimited. The results show that these groups differ in motivations and practised activities.
Segmentation of outdoor tourism demand in North of Portugal should set out marketing and promotion strategies in different
destinations, attracting demand from outside the region, and according to their preferences.
Description
Keywords
Outdoor tourism Outdoor activities Motivations Visitor's profile Clustering
Citation
Publisher
University of Oradea, Romania, Department of Geography, Tourism and Territorial Planning, Territorial Studies and Analyses Centre