This study, although exploratory by nature, uses benefit segmentation in order to
understand how tourists differ in what they look for in Amboseli National Park,
Kenya. The survey reveals that the sample studied can be grouped into three clusters
according to their needs. These clusters can further be divided into two broad
segments based on their attitudes to the environment: ecocentric and
anthropocentric. The results show that these segments have differing profiles in
terms of preferences and their behavioural characteristics. Thus, the analyses
provide information beneficial to the appropriate allocation of limited resources by
protected area's managers because the use of simple averages or majority
opinions would conceal the heterogeneity of tourists' preferences.
Kibicho, W.
(2004)
‘Tourism and Sex Trade: Roles Male Sex Workers Play in Malindi, Kenya’
, Tourism Review International7(3/4):
129–141
; Kibicho, W. (2005) ‘Impacts of Tourism Development in Malindi:
An Analysis of Gender Differences in Perception’, ASEAN Journal on
Hospitality and Tourism 4(1): 83–96; Kenya, Republic of (1998) Economic
Survey. Nairobi: Government Printers; Kenya, Republic of (2004) Economic Survey.
Nairobi: Government Printers.
2.
Kenya, ref. 1 above.
3.
Kibicho, W.
(2004)
‘Community Tourism: A Lesson from Kenya's Coastal Region’
, Journal of Vacation Marketing10(1):
33–42
.
4.
Jurowski, C.
,
Uysal, M.
,
Williams, D.
and
Noe, F.
(1995)
‘An Examination of Preferences and Evaluations of Visitors Based
on Environmental Attitudes: Biscayne Bay National Park’
, Journal of Sustainable Tourism3(2):
73–86
; Kastenholz, E. (2000) ‘The Market for Rural Tourism in North
and Central Portugal: A Benefit-segmentation Approach’, in G. Richards and
D. Hall (eds) Tourism and Sustainable Community Development, pp. 269–84.
London: Routledge; Roberts, L. and Hall, D. (2004) ‘Consuming the
Countryside: Marketing for Rural Tourism’, Journal of Vacation Marketing
10(3): 253–63; Flochot, I. (2005) ‘A Benefit Segmentation of
Tourists in Rural Areas: A Scottish Perspective’, Tourism Management
26(3): 335–46.
5.
Gunn, C.
(1998) Tourism Planning: Basics, Concepts, Cases
(3rd Edition).
New York: Taylor and Francis
.
6.
Dunlap, R.
and
Liere, K.
(1978)
‘The New Environmental Paradigm’
, The Journal of Environmental Education7(4):
10–15
; Laws, E. (1991) Tourism Marketing: Service and Quality Perspectives.
Cheltenham: Stanley Thornes Publishers Ltd.; Jurowski et al., ref. 4 above; Gunn,
C., ref. 5 above; Kastenholz, ref. 4 above; Kibicho, ref. 3 above.
7.
Loker, L.
and
Perdue, R.
(1992)
‘Market Segmentation of a Non-resident Summer Travel Market’
, Journal of Travel Research1(4):
3–31
; Thomas, M. (1997) ‘Consumer Market Research: Does it Still
have Validity? Some Postmodern Thoughts’, Marketing Intelligence and
Planning 15(2): 54–9; Kastenholz, E., Davis, E. and Paul, G. (1999)
‘Segmenting Tourism in Rural Areas: The Case of North and Central
Portugal’, Journal of Travel Research 37(4): 382–90; Bieger, T.
and Laiser, C. (2002) ‘Market Segmentation by Motivation: The Case of
Switzerland’, Journal of Travel Research 4(1): 68–76; Galloway,
G. (2002) ‘Psychographic Segmentation of Park Visitor Markets: Evidence
for Utility of Sensational Seeking’, Tourism Management 23:
581–96; Littrel, M. and Paige, R. (2004) ‘Senior Travellers:
Tourism Activities and Shopping Behaviours’, Journal of Vacation Marketing
10(4): 348–62; Roberts and Hall, ref. 4 above; Flochot, ref. 4 above.
8.
Gunn, ref. 5 above, p. 36.
9.
Gunn, ref. 5 above; Bieger and Laiser, ref. 7 above.
10.
Cohen, E.
(1972)
‘Toward a Sociology of International Tourism’
, Social Research39:
164–182
; Keng, K. and Cheng, J. (1999) ‘Determining Tourist Role
Typologies: An Exploratory Study of Singapore Vacationers’, Journal of
Travel Research 37(4): 353–63; Bieger and Laiser, ref. 7 above; Galloway,
ref. 7 above.
11.
Smith, V.
(1977) ‘Introduction’, in
V. Smith
(ed.) Hosts and Guests: The Anthropology of Tourism, pp.
1–14.
Philadelphia, PA: University of Pennsylvania Press
; Cohen, E. (1979) ‘A Phenomenology of Tourist
Experiences’, Sociology 13: 179–201; Loker and Perdue, ref. 7
above; Littrel and Paige, ref. 7 above.
12.
Roberts and Hall, ref. 4 above.
13.
Thomas, ref. 4 above; Roberts and Hall, ref. 4 above.
14.
Kastenholz, ref. 4 above, p. 271.
15.
Bieger and Laiser ref. 7 above.
16.
Jurowski, C.
,
Uysal, M.
and
Noe, F.
(1993)
‘U.S. Virgin National Park: A Factor-Cluster Segmentation Study’
, Journal of Travel and Tourism Marketing1(4):
3–31
; Jurowski et al., ref. 4 above; Kastenholz et al., ref. 7 above;
Kastenholz, ref. 4 above; Flochot, ref. 4 above.
17.
Gunn, ref. 5 above; Kastenholz, ref. 4 above; Roberts and Hall, ref. 4 above;
Flochot, ref. 4 above.
18.
Jurowski et al., ref. 4 above; Jurowski et al., ref. 16 above; Kastenholz,
ref. 4 above.
19.
Dunlap and Liere, ref. 6 above; Kastenholz, ref. 4 above.
20.
Kastenholz et al., ref. 7 above.
21.
Flochot, ref. 4 above.
22.
Nunnally, J.
(1978) Psychometric Theory.
New York: McGraw Hill
.
23.
Hair, J.
,
Anderson, R.
,
Tatham, R.
and
Black, W.
(1998) Multivariate Data Analysis with Readings
(5th Edition).
Engelwood Cliffs, NJ: Prentice
.
24.
Hair et al., ref. 23 above.
25.
See for example Smith, ref. 12 above.
26.
Jurowski et al., ref. 4 above; Jurowski et al., ref. 16 above; Gursoy, D.,
Jurowski, C. and Uysal, M. (2001) ‘Resident Attitudes: A Structural
Modeling Approach’, Annals of Tourism Research 29(1): 79–105.
27.
Jurowski et al., ref. 4 above, p. 74
28.
Laws, ref. 6 above; Gunn, ref. 5 above; Roberts and Hall, ref. 4 above;
Flochot, ref. 4 above.
29.
See for example Flochot, ref. 4 above and Kastenholz et al., ref. 7 above.
30.
Fennell, D.
(1999) Ecotourism: An Introduction.
London: Routledge
; Holden, A. (2000) Environment and Tourism. London: Routledge; Gursoy et
al., ref. 26 above.
31.
Gunn, ref. 5 above, p. 36.
32.
Laws, ref. 6 above; Bieger and Laiser, ref. 7 above; Roberts and Hall, ref. 4 above.
