Motivation-based segmentation of rural tourism market in African villages

Figures & data

Figure 1. Study Areas. Source: Google Map.

Figure 2. Mangi Meli Death Memorial Place.

Figure 3. Tourists on a guided village walk

Table 1. Demographic and travel characteristics (N = 360).

Variable	Attribute and Percentage/Mean
Sex	Female 50.7%; Male 49.3%
Age of tourist	18–29 years old: 36.5% 30–49 years old: 35.5% 50 and above: 28.1%
Level of education	Bachelor degree and less: 50.7% Master degree and above: 49.3%
Monthly average income	Average income: 3834 US$
Origin	Europeans: 62.3% North Americans: 19.7% South Americans: 2% Asians: 9.5% Australians: 1.5% Africans (with exception of Tanzanians): 5%
Village	Materuni: 38.4% Machame Nkweshoo: 13.3 Mamba and Marangu: 30% Old Moshi: 18.3%
Length of stay in a village	Half-a-day: 23.6% Full-day: 60.6% More than a day: 15.8%
Travel frequency to Villages	First time: 27.1% Once in a few years: 40.9% Once in a year and above: 32%
Tour organisation	Tour operator: 58.1% Local village coordinator/guide: 41.9%
Source of information on rural village tourism	Tour operator: 31% Internet/social media: 28.6% Word-of-mouth: 40.4%

Table 2. Factor analysis results.

Factor	Measurement Item	Mean	S.D.	Component								% of V	CA
				1	2	3	4	7	8	9	10
Nostalgia for rural cultural life	searching for reliving the traditional life	3.612	1.146	0.864								25.66	0.88
	connect with rural life	2.289	1.178	0.861
	satisfy my nostalgia about the past	3.637	0.897	0.760
	satisfy my nostalgia about traditional life	3.647	1.142	0.757
	this community is part of heritage	2.206	1.356	0.727
	I have specific interest for community	3.868	0.981	0.519
	celebrate traditional wisdom	4.172	0.785	0.425
Relaxation with family, relatives and friends	to rest and relax on vacation	3.941	1.072		0.762							13.32	0.88
	spend time together with family/friends	3.838	1.207		0.730
	to re-energize and regenerate	3.878	0.977		0.714
	to strengthen relationship with my family	3.431	1.404		0.702
	to have fun	4.113	1.028		0.670
	to be with people who share my interests	3.902	1.219		0.648
	to get away from daily stress	3.828	1.112		0.593
Learning	develop my knowledge of culture	4.398	0.833			0.763						7.22	0.86
	to learn new things from communities	4.319	0.831			0.720
	gain a new perspective on life	3.980	0.972			0.691
	learn about local history	4.304	0.798			0.691
	get deeper into people’s culture	4.363	0.766			0.711
	to do things that I cannot do at home	4.265	0.881			0.666
	satisfy my curiosity	4.118	0.929			0.647
Local farming	see local plantations e.g. coffee, banana	4.235	0.922				0.858					6.10	0.87
	local economies especially coffee	4.275	0.889				0.822
	smell odour/aroma of local foods/drinks	4.177	0.935				0.819
	taste local foods and drinks	4.407	0.753				0.692
Socialisation	exchange ideas with local communities	4.294	0.855					0.762				4.88	0.77
	interact with local communities	4.491	0.725					0.741
	to have fond memories	4.314	0.788					0.678
	to experience indigenous knowledge	4.083	0.875					0.532
Authentic experience	have an authentic experience of cultures	4.226	0.774						0.755			4.22	0.78
	seeking authentic experience of the past	4.417	0.755						0.737
	avoid typical touristic settings	4.382	0.709						0.679
	connection with traditional life	4.259	0.740						0.612
Local natural setting	to get a better appreciation of nature	4.245	0.812							0.741		3.66	0.66
	view beautiful scenery	4.275	0.771							0.718
	to enjoy healthy climate/weather	3.995	0.985							0.461
Contributing to community	contribute something to the community	4.034	0.879								0.886	3.16	0.68
	support local communities	4.162	0.787								0.752

Note: CA = Cronbach Alpha, S.D. = Standard Deviation, 1 = not important at all, 5 = extremely important, Kaiser-Meyer-Olkin measure of sampling adequacy = 0.826, Chi-square = 4634.68, Bartlett’s test of sphericity, p < 0.001

Table 3. Comparisons of clusters’ motivations (N = 360).

Factor	Cluster I Authenticity- learners (19.7%)	Cluster II Multi-experiences (52.2%)	Cluster III Relaxing with friends and relatives, visiting farms and nature seekers (19.2%)	Cluster IV Passive visitors (8.9%)	Total Mean	F-value
Nostalgia for rural cultural life	2.61 L	4.16 H	3.47 L	3.13 L	3.63	83.76***
Relaxation with family, friends and relatives	2.87 L	4.29 H	3.98 H	3.17 L	3.85	52.09***
Learning culture	4.30 H	4.51 H	4.11 L	3.04 L	4.26	53.61***
Local farming life	4.16 M	4.44 H	4.42 H	3.42 L	4.29	13.42***
Socialisation	4.22 M	4.60 H	3.92 L	3.56 L	4.30	37.18***
Authenticity culture	4.73 H	4.46 H	3.93 L	3.60 L	4.34	46.33***
Local natural environment	3.73 L	4.47 H	4.28 H	3.30 L	4.19	42.72***
Contribute to community	4.11 M	4.41 H	3.47 L	3.78 L	4.11	25.45***

Note: 1 = not important at all, 5 = extremely important, ***p < 0.001.

H (high), M (medium), and L (low) showing the cluster mean status relative to total (overall) mean.

Table 4. Profile of the four clusters of community-based tourism in Kilimanjaro (N = 360).

Tourists’ Profile	Cluster I Authenticity- learners (19.7%)	Cluster II Multi-experiences seekers (52.2%)	Cluster III Relaxing with friends and relatives, visiting farms and nature seekers (19.2%)	Cluster IV Passive visitors (8.9%)	Total (100%)	Statistics
Sex						χ2 = 1.00, p > 0.05
Male	(47.5%)	(50.9%)	(51.3%)	(38.9%)	(49.3%)
Female	(52.5%)	(49.1%)	(48.7%)	(61.1%)	(50.7%)
Educational level						χ^2= 5.31, p > 0.05
Bachelor and less	(50%)	(44.3%)	(64.1%)	(61.1%)	(50.7%)
Masters and above	(50%)	(55.7%)	(35.9%)	(38.9%)	(49.3%)
Age						χ^2= 11.14, p > 0.1
29 and below	(45%)	(32.1%)	(46.2%)	(22.2%)	(36.5%)
30– - 49	(35%)	(39.6%)	(30.8%)	(22.2%)	(35.5%)
50 and above	(20%)	(28.3%)	(23.1%)	(55.6%)	(28.1%)
Length of stay						χ^2= 17.69, p < 0.01
Half-day	(15%)	(31.1%)	(20.5%)	(5.6%)	(23.6%)
Full-day	(52.5%)	(57.5%)	(66.7%)	(83.3%)	(60.6%)
More than a day	(32.5%)	(11.3%)	(12.8%)	(11.1%)	(15.8%)
Holiday frequency						χ^2= 29.14, p < 0.001
First time	(52.5%)	(14.2%)	(28.2%)	(44.4%)	(27.1%)
Once in a few years	(35%)	(42.5%)	(43.6%)	(38.9%)	(40.9%)
Once a year and above	(12.5%)	(43.4%)	(28.2%)	(16.7%)	(32.0%)
Tour organization						χ^2= 5.48, p > 0.05
Tour/travel operator	(62.5%)	(57.5%)	(46.2%)	(77.8%)	(58.1%)
Local coordinator/guide	(37.5%)	(42.5%)	(53.8%)	(22.2%)	(41.9%)
Information source						χ^2= 18.60, p < 0.01
Family, relatives/friends	(27.5%)	(43.4%)	(51.3%)	(27.8%)	(40.4%)
Internet	(25%)	(33%)	(28.2%)	(11.1%)	(28.6%)
Travel/tour agent	(47.5%)	(23.6%)	(20.5%)	(61.1%)	(31%)
Preferable attraction						χ^2 = 5.32, p < 0.05
Natural attraction	(35%)	(44.3%)	(51.3%)	(22.2%)	(41.9%)
Cultural attraction	(65%)	(55.7%)	(48.7%)	(77.8%)	(58.1%)

NOTE: χ²= Chi-square.