Examining how segments based on motivation affect the relationship of destination personality in predicting tourist behaviorthe case of Andorra

Laburpena

Customer behavior has gained vast attention in marketing literature, however in tourism there are still gaps to be studied. The objectives of this study are threefold: (1) develop a market segmentation approach based on motivations and demographics in a seasonal tourism destination; (2) to examine the relationship between destination personality, destination satisfaction, destination attachment, and behavioral intentions, respectively destination loyalty; and (3) an analysis of the segments derived based on motivation and demographics in different seasons with the relationship of destination personality, attachment, satisfaction, and loyalty. A conceptual model is developed. The study focuses on 638 tourists that have visited Andorra. The methodology that will be applied will be a factor-cluster analysis for the segmentation part and partial least square – structural equational modelling (PLS-SEM). Findings from the research suggest that there are distinctive segments of tourists in different seasons and they shape the relationship of the constructs differently depending on the segment. Also, satisfaction and attachment are highlighted as mediators of the destination personality-destination loyalty relationship. The paper provides theoretical and managerial implications, as well as limitation and future research suggestions.