Segmentation by recreation experience in island-based tourism: a case study of Taiwan's Liuqiu Island
本研究通过评估台湾琉球屿游客的游憩体验，将游客分为多体验型、审美型、享乐型和知识寻求型四类，并发现不同群体在环境责任行为上存在显著差异，为岛屿旅游的营销和资源管理提供策略参考。
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.