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

Socpus ID

85050540032 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/85050540032

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