Profiling Outbound Tourists With Mild Dementia: A Motivation-Based Segmentation Approach

Abstract

Market segmentation is essential in tourism research for identifying distinct tourist groups and tailoring tourism services accordingly. While numerous studies have examined the segmentation strategies for various tourist demographics, the segmentation of vulnerable tourists with chronic diseases, such as dementia, remains significantly under-investigated. This study represents the first attempt to classify tourists with chronic diseases based on their outbound tourism motivations, using dementia as an example. Employing a mixed-methods approach (i.e., qualitative interviews and quantitative surveys), this study identified three different segments among 214 individuals with mild dementia: the health and life quality enhancement type, the all-round engagement type, and the life enjoyment and family-oriented type. These three clusters exhibited notable sociodemographic differences, particularly in occupation, preferred travel type, and travel time. The findings reveal the diverse travel motivations within this vulnerable population, offering valuable insights for stakeholders, including academics, tourism providers, policymakers, and caregivers, to develop dementia-friendly tourism experiences.