Motivation-based segmentation of yachting tourists in China

Yachting tourism plays a role in tourist activities and contributes significantly to the marine economy. It is also becoming a popular recreational option for China's growing middle class. As tourism is a large source of growth for China's economy, it is imperative to understand what motivates tourists to choose different segments of the tourism market. To do this, we examine one segment in depth - yachting tourism. Survey data were collected from 451 yachting tourists in Dalian, China. Next, a factor-clustering method identified four main experiences yachting tourists are seeking: novelty, leisure and sport, multi-experience, and self-realization. Yachting tourism business operators and destination managers will be able to apply these insights regarding what motivates tourists, to develop more effective management strategies.

Automated summary

Yachting tourism is playing an increasingly important role in China, particularly as a fashionable leisure option for the growing middle class. Understanding the motivations of yachting tourists can help operators and managers develop more effective strategies to cater to this market segment.