Segmenting Digital Tourists: Perceptions, Preferences and Motivations

The fundamental insight behind marketing segmentation is consumer diversity. Ignoring digital tourist heterogeneity can disadvantage tourism businesses and destinations. Using a multidimensional framework, this study segments digital tourists based on their perceptions, preferences, and motivations for digital marketing. Based on a survey administered to tourists (n = 401), findings revealed two factors, each for perceptions and preferences and one factor for motives as the segmentation basis. Cluster analysis revealed three segments (the tech-savvy digital tourists, sceptical digital users, and balanced digital enthusiasts). Through the findings in terms of the identified segments, the study’s contribution extends the segmentation theory by demonstrating the diversity of digital tourists, especially in digital engagement and trust in digital marketing, while enriching the understanding of digital consumer behaviour. The implications include advancing the understanding of tourist behaviour in the digital era. The study recommends incorporating demographic insights into digital marketing strategies to enhance tourist engagement and satisfaction.