Our study aimed at determining travel motivations of Indian tourists who undertook at least one trip to an Indian destination in the last twelve months. A questionnaire was administered to a sample of 294 domestic tourists, and a hierarchical cluster analysis was used to identify ten major segments of Indian domestic tourists. The responses were also be factor-analysed, to explore if there are a few underlying motivations (factors) that explain most of the variance contained in the seventy two variables. Results indicated distinct segments, and can provide inputs to travel industry in designing travel options for individuals and groups.
|Journal||The 5th Advances in Hospitality & Tourism Marketing and Management (AHTMM) Conference|
|Publisher||Washington State University|