244
A. Terzi´ c and D. Demirovi´ c Bajrami
Beh and Bruyere (2007) confirmed that such motivations were critical for understanding travel behaviour. Thus, this should be used in group segmentation models
for developing tourist-oriented marketing strategies.
‘Values are considered universal in the sense they are principles that govern all
aspects of our lives’ (Lee et al. 2000; p. 310), being core conceptions of the ‘desirable
behaviour’, representing personal or social criteria to guide actions, judgment, choice,
attitude, evaluation, argument, exhortation and rationalization, and even emotions
and behaviour within every individual and society (Schwartz et al. 2001; Kim et al.
2006). Values are thought to be structurally organized within an individual and the
society, not only in terms of priority, but also in terms of extensiveness, the universality of application, and consistency (Rokeach 2008), and we may divide it into two
basic types: internal (push factors) and external (pull factors). Internal values are
inter-connected with personal motivations (intrinsic and extrinsic). Intrinsic motivation is based on doing an activity for itself (knowledge, accomplishments, experience), out of interest, and for the pleasure and satisfaction derived simply from
performing it, based on personal autonomy or self-determination (Ryan and Deci
2000), while extrinsic motivation is based on actions that extend beyond the activity
itself, reflected in some prestige, social or competitive reasons (Fortier et al. 1995).
While general issues related to human values were mostly based on psychological and sociological research (Lee et al. 2000), group identity was deeply explored
in marketing studies and was related to the consumer segmentation process. In
marketing studies, values influenced the behaviour of consumers regarding product
choice, brands and product attributes (Vinson et al. 1977). Therefore, the choice of
tourist destinations and the experiential value of a holiday were linked to consumer
values in tourism (Crick-Furman and Prentice 2000). General attitudes towards some
popular tourist destinations may change in time, while general values tend to be more
stable than attitudes (Cohen and Cohen 2012; Cohen et al. 2014). Personal values, as
well as cultural and environmental values, received more attention in tourism literature (Crick-Furman and Prentice 2000; Lopez-Mosquera and Sanchez 2011; Li and
Cai 2012). In general, these studies were unable to establish a direct link between
external values and behavioural intentions, while the relationship between internal
values and behaviour was generally supported (Cohen et al. 2014).
4 Segmentation Models
Identifying different tourist types is beneficial for the tourism planning and management process, as well as marketing campaigns, and the methods included segmentation, classification, and clustering (Hvenegaard 2002). There were various tourist
typologies, some theoretically based and others empirically tested, based on destination choice preferences, travel benefits, social values, different motivational aspects,
travel behaviour, personal interests, activity choice, etc. (Blamey and Braithwaite
1997; Hvenegaard 2002). Early tourism studies dedicated to the identification of
tourist typologies (Cohen 1979; Plog 2002) usually recognized three basic types
A. Terzi´ c and D. Demirovi´ c Bajrami
Beh and Bruyere (2007) confirmed that such motivations were critical for understanding travel behaviour. Thus, this should be used in group segmentation models
for developing tourist-oriented marketing strategies.
‘Values are considered universal in the sense they are principles that govern all
aspects of our lives’ (Lee et al. 2000; p. 310), being core conceptions of the ‘desirable
behaviour’, representing personal or social criteria to guide actions, judgment, choice,
attitude, evaluation, argument, exhortation and rationalization, and even emotions
and behaviour within every individual and society (Schwartz et al. 2001; Kim et al.
2006). Values are thought to be structurally organized within an individual and the
society, not only in terms of priority, but also in terms of extensiveness, the universality of application, and consistency (Rokeach 2008), and we may divide it into two
basic types: internal (push factors) and external (pull factors). Internal values are
inter-connected with personal motivations (intrinsic and extrinsic). Intrinsic motivation is based on doing an activity for itself (knowledge, accomplishments, experience), out of interest, and for the pleasure and satisfaction derived simply from
performing it, based on personal autonomy or self-determination (Ryan and Deci
2000), while extrinsic motivation is based on actions that extend beyond the activity
itself, reflected in some prestige, social or competitive reasons (Fortier et al. 1995).
While general issues related to human values were mostly based on psychological and sociological research (Lee et al. 2000), group identity was deeply explored
in marketing studies and was related to the consumer segmentation process. In
marketing studies, values influenced the behaviour of consumers regarding product
choice, brands and product attributes (Vinson et al. 1977). Therefore, the choice of
tourist destinations and the experiential value of a holiday were linked to consumer
values in tourism (Crick-Furman and Prentice 2000). General attitudes towards some
popular tourist destinations may change in time, while general values tend to be more
stable than attitudes (Cohen and Cohen 2012; Cohen et al. 2014). Personal values, as
well as cultural and environmental values, received more attention in tourism literature (Crick-Furman and Prentice 2000; Lopez-Mosquera and Sanchez 2011; Li and
Cai 2012). In general, these studies were unable to establish a direct link between
external values and behavioural intentions, while the relationship between internal
values and behaviour was generally supported (Cohen et al. 2014).
4 Segmentation Models
Identifying different tourist types is beneficial for the tourism planning and management process, as well as marketing campaigns, and the methods included segmentation, classification, and clustering (Hvenegaard 2002). There were various tourist
typologies, some theoretically based and others empirically tested, based on destination choice preferences, travel benefits, social values, different motivational aspects,
travel behaviour, personal interests, activity choice, etc. (Blamey and Braithwaite
1997; Hvenegaard 2002). Early tourism studies dedicated to the identification of
tourist typologies (Cohen 1979; Plog 2002) usually recognized three basic types