Tourist-host interaction: a cluster analysis of the youth market

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This paper analyses the diversity of the youth market regarding the intensity of the interaction with host communities in several contexts. An empirical research was undertaken with a stratified sample of university students. A total of 434 questionnaires were collected using a face-to-face approach. Three segments emerged from a hierarchical cluster analysis undertaken: 1 ‘the unsociable’ 2 ‘the moderately sociable’ 3 ‘the sociable’. Principal component analysis (PCA), chi-square and ANOVA tests were carried out to characterise the segments. Results reveal that sociable youth tourists are more likely to visit cities and to undertake cultural activities, have more travel experience, and are the most motivated to socialise with others and to expand their knowledge. In contrast, unsociable youth tourists are less motivated to socialise and visit the countryside more frequently. The paper ends with some implications and recommendations designed to improve social contact in tourism.