Predicting potential agritourism segments on the basis of combined approach: The case of Qazvin, Iran

Most published rural/agritourism segmentation studies were undertaken in the 1990s and 2000s and concentrated on developed countries. This study predicts tourist segments by surveying a sample of potential agricultural tourists in Qazvin, Iran. Qazvin is capital of the province of the same name and is in a unique position for agritourism development, due to its very important historical, natural, and agricultural attractions. A factor‐clustering method and combined approach identified 3 distinct agritourists segments, one of whom not previously described, who exhibited the greatest concern for food safety. The study presents a spectrum of agritourists needs that allow us to compare the priorities of agritourists in emerging markets with those of industrialized countries.