An Exploration of Rural Tourism Segmentation by Motivation in China
Taking Yangjiale Mouganshan as a Case
Bibliographic Data
| ID | 12974342 |
|---|---|
| Authors | Jun Wu (0000-0002-2693-7112, Zhejiang Gongshang University, corresponding author), Xiaomeng Wang (0000-0002-2409-2419, Zhejiang Gongshang University) |
| Year | 2019 |
| Volume | 16 |
| Issue | 3 |
| Pages | 391-405 |
| Publication date | 2019-07-31 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of China Tourism Research (JOURNAL) |
| Journal identifiers | ISSN: 1938-8160 • E-ISSN: 1938-8179 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/19388160.2019.1645070 |
| OpenAlex | W2965736730 |
| Language | EN |
| Citations received | 1 |
| References cited | 31 |
In the twenty-first century, the rural tourism in China is developing on a high speed, a new type of rural tourism based on farm guesthouses called ‘yangjiale’ attracted more and more market attentions. ‘Yangjiale’ represents a new form of rural tourism that attracts foreigners and well-educated urban citizens with local traditional and contemporary cultural proclivities, and a low carbon environmentally friendly perspective. Although several studies have described this new trend, in-depth research on it is limited. This paper aims to present a better understanding of the rural tourism market by using yangjiale in the Moganshan tourist region as a case study to examine the motivations behind Chinese rural tourism. In this regard, quantitative data was collected through a questionnaire survey. The results were then analyzed using factor analysis, cluster analysis, and analysis of variance (ANOVA). The findings reveal motivational dimension scores and profiles of the market segments in yangjiale tourism. Specifically, three market segments were identified based on tourist motivation: relaxation and excitement, business and socialization, and cultural. The paper discusses the market implications of such a segmentation in China and makes several practical recommendations
Business · China · Dimension (graph theory · Economic geography · Geography · Market segmentation · Rural tourism · Socialization · Tourism · Tourism geography · Cruise Tourism Development and Management · Diverse Aspects of Tourism Research · Psychology · Social Psychology · Tourism, Volunteerism, and Development · Marketing
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| Unique citing works | 1 |
|---|---|
| Citations per year | 1 |
| Citation span | 2026 - 2026 (1) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 1 |