Data-Driven Techno-Behavioral Segmentation of Post-Pandemic Tourists Using TwoStep Cluster Analysis

Post-pandemic tourism is characterized by increasing behavioral heterogeneity as digital technologies reshape travel planning and mobility practices, challenging traditional demographic-based segmentation. This study develops a techno-behavioral, data-driven segmentation framework within the Smart Tourism Ecosystem perspective by conceptualizing digital adoption as a mediating mechanism between socio-demographic attributes and travel behavior. Using survey data from 805 domestic tourists in Yogyakarta, Indonesia, TwoStep Cluster Analysis (log-likelihood distance; BIC-based cluster selection) identifies two distinct segments: Digital Leisure Travelers (DLT) and Budget-Conscious Digital Natives (BDN). The clustering solution demonstrates fair quality (Silhouette = 0.32). Predictor-importance and validation tests indicate that income, education, generational cohort, and digital application use are the strongest discriminators, while itinerary intensity differs significantly between clusters (p < 0.001; η² = 0.10). The findings highlight that widespread digital engagement produces differentiated mobility outcomes shaped by socio-economic capacity, emphasizing the need for segment-sensitive and inclusive smart tourism strategies.