Profiling and segmentation of international tourists in India

Abstract

Understanding visitors and the factors that pull them to visit a destination is imperative for successful branding as visitor characteristics and salient attributes are used to differentiate and position. This study identifies important attributes and segments of international tourists visiting India. Factor and Cluster analyses were used to analyse the data. Factor analysis identified six underlying dimensions while Cluster analysis identified four segments of international tourists across four continents. Profiling of clusters was done through Chi Square analysis leading to identification of target segments. Suggestions for branding and marketing strategies are provided according to the factors and segments identified.

Keywords:

• Cluster analysis
• market segmentation
• Indian market