Lifestyle segmentation of tourists seeking nature-based experiences: the role of cultural values and travel motives

The increasing globalization of markets and the criticality of reaching the right lifestyle segments make the relationship between personal motives and cultural values an important area for academic research and managerial practice. The authors seek to provide an understanding of this relationship in a tourism context, specifically in terms of the links between travel motivations and a set of cultural values - materialism, uncertainty avoidance, horizontal and vertical individualism, and horizontal and vertical collectivism. The study examined whether the importance ratings of cultural values differ across segments of tourists grouped on the basis of their travel motives. An Internet survey was used and the sample included 1546 potential tourists visiting the nature-based destination Fjord Norway. Results showed that travel motives and cultural values can serve as discriminators between lifestyle segments. The three motive segments were the nature and novelty, the status, and the relaxation segment. The segments evaluate the destination differently and vary in behavioral intentions.