Analysing Tourism Demand by Motivations

A tourist destination may offer many experiences and products, which appeal different marketsegments. Motivations are often used as segmentation bases of tourism market. Tourism motivationsare complex since they can determine destination or type of holiday choices. Motivationsplay an important role in the tourist decision-making process, influencing travel behaviourand spending decisions. The study of tourist demand, in order to define the profile of touristsegments, is a critical component of a successful destination management strategy.This paper aims to identify “a posteriori” segments of tourism demand in Sicily, by means ofmultidimensional approach, employing factorial and clustering statistical techniques. Using thedata-set from a survey carried out in Sicily, we classify tourists in two clusters that has been analysedin order to understand the relationship between motivations and consumer behaviour.