Segmenting East Asian Tourists to Greece by Travel Motivation

This study compares the push and pull motivations of East Asian (Japanese, Chinese and Korean) tourists who visit Greece and also proposes market segmentation based on travel motivations that transcend the national boundaries of those countries. Four main push factors were identified: “Knowledge”, “Ego-enhancement”, “Escape & Relaxation” and “Novelty”. Similarly, four pull factors were also identified: “Leisure, shopping and safety”, “Variety and cost”, “Culture & heritage” and “Travel arrangements and facilities”. Cross-cultural differences were found regarding the importance of travel motivations. Chinese tourists scored higher than other nationalities for almost all motivation categories. Although the cross-cultural differences are important, this study proposes another way to tackle the market segmentation by conducting an international segmentation based on inherent similarities across different nationalities of travelers. Three segments emerged from that analysis with the “Novelty Seekers” to be the largest followed by the “Want-it-All” and the “Lowly Motivated”.