Segmantation of Rural Tourists: Combining Push and Pull Motivations

14 Pages Posted: 27 Jun 2012

See all articles by Juho Pesonen

Juho Pesonen

Centre for Tourism Studies, Savonlinna

Date Written: June 9, 2011


Rural tourism is an important form of tourism in many countries, including Finland. To understand rural tourists’ behaviour and help tourism companies market their products more efficiently many scholars have segmented rural tourists in several different geographical locations. This study aims to combine segmentation approaches used in earlier studies, namely motivation and benefit segmentation, and segment online rural tourists in Finland. Data is collected in a rural tourism affiliate website and analysed using cluster analysis on tourists’ motivations. Among 727 respondents, four rural tourist segments are found: “Social travelers”, “Well-being travelers”, “Home region travelers” and “Family travelers”. The segments differ from each other in motivations, preferred destination attributes, travel behaviour and sociodemographic factors. Understanding these differences will provide rural tourism companies important information to successfully market their products by combining both push and pull motivations in their marketing and product development.

Keywords: segmentation, motivations, benefits, cluster analysis, push, pull, tourism marketing

JEL Classification: L83

Suggested Citation

Pesonen, Juho, Segmantation of Rural Tourists: Combining Push and Pull Motivations (June 9, 2011). Tourism & Hospitality Management, Vol. 18, No. 1, 2012, Available at SSRN:

Juho Pesonen (Contact Author)

Centre for Tourism Studies, Savonlinna ( email )

Kuninkaankartanonkatu 7
P.O. Box 86
Savonlinna, 57101

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