Title: A motive-based segmentation of Indian domestic tourists

Authors: Tapas Kumar Chatterjee; Bikramjit Rishi; Rajendra Nargundkar

Addresses: Institute of Management Technology (IMT), 35 Km Milestone, Katol Road, Nagpur, 441502, India ' Institute of Management Technology, Raj Nagar, Hapur Road, Ghaziabad, U.P., India ' Indian Institute of Management, Prabandh Shikhar, Rau-Pithampur Road, Indore-453556, India

Abstract: Tourism plays an important role within the Indian economy. To harness the full potential of this growing industry, it is high time that a professional approach is adopted by tourism marketers in terms of their marketing strategies. This study makes an attempt to segment the Indian tourists. By using the descriptive research design, data has been collected from 248 respondents for questionnaire development study and 208 for segmentation study. The results of this study suggest three types of Indian domestic tourists, viz: 1) self-explorers or lonely monks; 2) fun lovers or jolly johns; 3) adventure lovers or risky rookies exist in the Indian market. This segmentation will be useful in designing marketing strategies to lure these segments of the Indian tourists.

Keywords: domestic tourists; segmentation; travel motives; cluster analysis; India.

DOI: 10.1504/IJICBM.2017.081972

International Journal of Indian Culture and Business Management, 2017 Vol.14 No.2, pp.162 - 179

Received: 23 Dec 2015
Accepted: 18 Feb 2016
Published online: 31 Jan 2017 *

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