Market segmentation of Millennial creative tourists in South Africa

What is it about?

Thos paoer develops a sementation of creative tourists in South Africa using CHIAD methodology. Potential creative tourists were segmentated on the basis of motivation and potential participation. We found two groups of creative tourists, one with a high level of potential participation and another with lower potential. Knowledge and skills were the most critical predictors that differentiated the segments .

Featured Image

Photo by Vije Vijendranath on Unsplash

Photo by Vije Vijendranath on Unsplash

Why is it important?

This is the first analysis of potential creative tourism market segments in South Africa. Because it uses panel data it provides results which are representative of the population.