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Millennials as potential creative tourists in South Africa: A CHAID approach to market segmentation
Douglas,Anneli Hoogendoorn,Gijsbert Richards,Greg
Douglas,Anneli
Hoogendoorn,Gijsbert
Richards,Greg
Abstract
Creative tourism has recently emerged as an important area of tourism development, particularly in the Global North. In the Global South, studies of the profile of creative tourists and their motives for partaking in creative tourism are limited. This paper investigates creative tourism demand among South African millennials, analysing what motivates their participation and developing a descriptive consumer profile. CHAID analysis was used for segmentation, revealing a group with a high participation intention and a second group with a low probability of creative tourism participation. Creative tourism intentions were linked to knowledge acquisition, skills and escape motivations, and demographic characteristics including relationship status and gender. Respondents were more likely to participate in domestic rather than international creative tourism, indicating the potential for creative tourism development in South Africa. The findings could help managers and policymakers meet the needs of creative tourists, addressing shortfalls in product development, experience design and marketing.
Description
This work was supported by South African National Research Foundation Rated Researchers Grant: [Grant Number 119546].
Date
2023
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Research Projects
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Keywords
Creative tourism, South Africa, Millennials, Motivations, Profiles, SDG 12 - Responsible Consumption and Production
Citation
Douglas, A, Hoogendoorn, G & Richards, G 2023, 'Millennials as potential creative tourists in South Africa : A CHAID approach to market segmentation', Journal of Policy Research in Tourism, Leisure & Events. https://doi.org/10.1080/19407963.2023.2205146