Segmenting tourists using sustainable values: a cluster analysis of Tanzanian inbound tourism

ABSTRACT

This study aimed at examining different segments of visitors to Tanzania with respect to their values around sustainability. Using a self-administered questionnaire, 286 cases were analyzed through a combination of non-hierarchical and hierarchical cluster analyses. The results indicated three clusters of visitors, each with different sustainable values. A follow-up analysis using ANOVA and Chi-square indicates the three clusters are significantly different in their sustainable values, their travel motives, and their demographics. These results provide insights for both public and private organizations on how to market and manage different destination elements to visitors in a sustainable manner.

KEYWORDS:

• Sustainable values
• tourist
• segmentation
• cluster analysis