Profiling geotravelers: an a priori segmentation identifying and defining sustainable travelers using the Geotraveler Tendency Scale (GTS)

Abstract

This study expands research on geotourism by using the Geotraveler Tendency Scale (GTS) to profile geotravelers. The results demonstrate the GTS's ability to effectively identify different levels of geotravelers. An a priori segmentation was conducted using the respondents’ overall geotraveler score from the GTS as the segmenting criterion. The resulting three segments were labeled “minimal geotravelers”, “moderate geotravelers” and “strong geotravelers”. MANOVA and Pearson Chi-square analysis showed significant differences between the three groups on all items within the GTS as well as significant differences between the segments on the variables of gender, income, country of origin and likelihood to visit national parks. This study (1) confirms the usefulness of the GTS for identifying and segmenting travelers, and (2) provides the sustainable tourism field with a more holistic tool for measuring sustainable travelers. Destination managers interested in marketing to geotravelers can use this tool to identify how many geotravelers come to their area, their level of geotraveler tendencies and what the destination can focus on to attract more of this travel segment. Geotourism is positioned as a sustainable marketing strategy that attracts conscientious visitors whose impacts help promote the “character of place” rather than detract from it.

剖析地理旅行者：使用地理旅行这趋势衡量尺度（GTS）作为先验分区方法来确认和定义可持续性旅游者

该研究使用地理旅行这趋势衡量尺度（GTS）来剖析地理旅行者来延伸了地理旅游的研究。结论显示了GTS有效确认地理旅行者的不同方面的能力。研究实施一种先验分区方法，使用回复者的总体地理旅行打分来从GTS中作为分区的标准。结果分出三个分区，分别为`最小限度的地理旅行者'，`中等限度的地理旅行者'，和`最强限度的地理旅行者'。MANOVA多变量方差分析和Pearson卡方检验分析显示出三组中关于GTS中所有项目的重要不同，和三个分区在性别，收入，国家，和参观国家公园的可能性这些可变因素中的重要不同。该研究1）确认了GTS鉴定和分区旅行者的有用度，和2）对可持续性旅游范畴提供更全面的衡量可持续性旅行者的工具。那些对地理旅行者做市场营销感兴趣的目的地管理者可以使用该工具来确定多少地理旅行者来他们的地区，作为地理旅行者趋势的限度，和目的地在什么方面的着重点可以吸引这个旅行分区的更多的旅行者。地理旅游被定位为可持续市场营销战略来吸引有道德观念的参观者，他们的影响能帮助促销`地区的特点'而不是减损该特点。

Keywords:

• geotourism
• geotravelers
• geotourists
• sustainable tourism
• market segmentation
• sustainable tourists

关键词:

• 地理旅游
• 地理旅行者
• 可持续性旅游
• 市场分区
• 可持续性旅游者
• 地理旅游者

Acknowledgements

Funding for this project was provided by the Montana statewide accommodation tax and through the Alberta's Department of Parks, Recreation and Tourism. The project was approved by the Governor's Tourism Advisory Council of Montana.

Notes

1. Divisions and regions of the United States were broken down to the U.S. Census Bureau's (2010) delineation of regions and divisions.