Assessing Travel Motivations of Cultural Tourists: A Factor-Cluster Segmentation Analysis

Cultural tourism has been suggested as a major tourism activity that contributes to host residents and communities. Taking the concept of travel motivation, documented literature notes that it is a principal factor in affecting tourist behaviors and market segmentation is one of the significant means to discover the differences in visitors' segments. The purpose of this is to determine the motivations of visitors who attended the cultural festivals in Taiwan. The results of this research note that there are three distinct groups of cultural tourists: casual travel seekers, sightseeing seekers, and novel knowledge seekers.