In this paper, we propose an experiential\r\napproach to tourist segmentation aimed at overcoming\r\nthe limits of both socio-demographic and context-specific\r\napproaches widely adopted in the literature and in\r\npractice. In this study, segmentation is carried out based\r\nupon the expected experiences of Chinese tourists at the\r\nShanghai World Exposition. The segmentation reveals\r\nfour tourist clusters with different interests in relation to\r\ntheir experiences in visiting the World Exposition. The\r\nclusters showed insignificant differences in the\r\ndemographics but proved to be powerfully discriminant\r\nin determining tourists� satisfaction and loyalty, which\r\naffirms the potential of the tourist experience being a\r\nsegmenting variable. Moreover, thanks to the analysis, an\r\nevaluation of the Shanghai World Exposition�s success in\r\nterms of visitors� satisfaction is provided.
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