Chinese Cigar Tourists To Cuba: A Motivation-Based Segmentation
Keywords
Chinese outbound tourists; Cigar; Cuba; Motivation; Segmentation; Special-interest tourism
Abstract
Despite Chinese visitors’ mounting interest in Cuba and especially its cigars, there has been scarce attention paid to the cigar tourism-related motivations of Chinese outbound tourists to Cuba. Based on 15 interviews and a survey with 459 Chinese tourists who had visited Cuba in the previous 12 months, this study developed a measurement scale for the motivations of Chinese tourists visiting Cuba as a tourism destination. This scale consists of seven motivation dimensions labelled as Relaxation & escape, Cigar authenticity seeking, Socialistic nostalgia, Social prestige, Destination-specific attraction, Cigar-related learning, and Social bonding. Further cluster analysis was performed, as a result of which Chinese tourists were segmented into three clusters based on the variation in the identified motivations: authenticity-oriented, culture-oriented, and bonding-oriented tourists. Significant differences in socio-demographic characteristics were detected among these clusters. Both the theoretical and methodological implications are discussed.
Publication Date
12-1-2018
Publication Title
Journal of Destination Marketing and Management
Volume
10
Number of Pages
112-121
Document Type
Article
Personal Identifier
scopus
DOI Link
https://doi.org/10.1016/j.jdmm.2018.07.003
Copyright Status
Unknown
Socpus ID
85050540032 (Scopus)
Source API URL
https://api.elsevier.com/content/abstract/scopus_id/85050540032
STARS Citation
Ying, Tianyu; Wei, Wei; Wen, Jun; Wang, Liang; and Ye, Shun, "Chinese Cigar Tourists To Cuba: A Motivation-Based Segmentation" (2018). Scopus Export 2015-2019. 8553.
https://stars.library.ucf.edu/scopus2015/8553