Comportamento del consumatore: dalle motivazioni alle tipologie

A tourist destination may offer many experiences and products, which will appeal different market segments. The study of tourist demand, in order to define the profile of tourist segments, is a critical component of a successful destination management strategy. Motivations are often used as base for segmenting tourist market and they are important to comprehend tourist profile. Tourist motivations are complex since there are many potential motivations influencing a person to travel and choose a particular destination or holiday arrangements. Motivations play an important role in the tourist decision-making process, influencing travel behaviour and decisions. This paper aims to identify ‘a posteriori’ segments of tourism demand in Sicily, by means of multidimensional approach, employing factorial and clustering techniques. Using the data-set from a survey carried out in Sicily, we classify the units in two clusters that have been analysed in order to understand the relationship between motivations and tourists’ consumer behaviour