Segmentation by recreation experience in island-based tourism: a case study of Taiwan's Liuqiu Island

ABSTRACT

This study expands the profile characteristics of island-based tourists by assessing recreation experiences. In so doing, it aims to elucidate the market segmentation of island-based tourists by assessing the recreation experiences of tourists at Liuqiu Island in Taiwan. A total of 481 useable questionnaires were obtained and analyzed. The analytical results indicate that tourists can be segmented into four clusters according to their recreation experiences: multi-experience recreationists, aestheticists, hedonists and knowledge seekers. These four different tourist segments performed significantly differently in terms of environmentally responsible behavior (ERB). The market segmentation introduced in this study can be helpful for elucidating tourist experiences and ERB implementation. Understanding tourism experience preferences will help managers develop marketing strategies and design tourism products to meet tourists’ needs. This study's findings could be used to provide different strategies for different segments of tourists. To help manage natural resources, managers should design their environmental programs to encourage different segments of tourists to participate in ERBs. We provide valuable managerial implications for the sustainable development of island-based tourism.

KEYWORDS:

• Island-based tourism
• recreation experience
• environmentally responsible behavior
• Liuqiu Island
• Taiwan

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Tsung Hung Lee

Tsung Hung Lee is a Distinguished Professor in the Graduate School of Leisure and Exercise Studies at National Yunlin University of Science & Technology, Taiwan. His research interests include tourist behavior, ecotourism and sustainable tourism. He has authored or co-authored journal articles on leisure, recreation and tourism studies in Taiwan and internationally. Dr. Lee serves as an editorial committee member of several international referred journals in leisure and tourism. His paper has been selected as a winning paper in the prestigious Emerald Citations of Excellence for 2016 and is listed as “Highly Cited Paper” in Essential Science Indicators of Thomson Reuters.

Fen-Hauh Jan

Fen-Hauh Jan (PhD, 2013) is an associate professor in the Department of Tourism and Hospitality at TransWorld University, Taiwan. Her research interests are in the areas of community-based tourism, tourists’ behavior and sustainable tourism. She had journal articles on tourism studies in Taiwan and internationally.

Chang Hao Tseng

Chang Hao Tseng (PhD, 2015) is an assistant professor in the Department of Tourism and Hospitality at TransWorld University, Taiwan. His research interests are in the areas of adventure tourism.

Yang Fan Lin

Yang Fan Lin is an admin officer in Service Department at Janfusun Fancy World Corporation, Taiwan. His research interests are in the area of eco-tourism.