Document Type : Research Paper
Authors
1 Associate Professor of Business Manaegment,, Faculty of Management and Accounting, College of Farabi, University of Tehran, Iran.
2 MA of Tourism marketing management, Faculty of Management and Accounting, College of Farabi, University of Tehran, Iran.
Abstract
Abstract
Understanding the motivations behind tourists' decision to travel to a particular region greatly contributes to comprehending their behavior. This study aims to identify, categorize, and prioritize the motives of domestic tourists who choose to travel to Kerman city. The research methodology employed an applied approach, a descriptive nature, and utilized a mixed data type. The collection of research data involved the utilization of field and library methods. The statistical population for this study consisted of domestic tourists who visited Kerman city in March 2022 and were accessible for the researcher. The research sampling method used was non-probability sampling, specifically employing the easy or available sampling type. The identification and categorization of tourists' motives were achieved through the application of the Exploratory Factor Analysis method, while the prioritization of the identified motives was conducted using the TOPSIS method. The results of the data analysis demonstrated that the motives of domestic tourists for traveling to Kerman city encompassed the following aspects: the desire to visit historical-cultural attractions, religious motives, work-related motives, motives related to the economic benefits of travel, motives associated with group travel, motives to visit friends and relatives, shopping motives, entertainment and recreational motives, nostalgia, appreciation of the natural environment, and learning motives.
Keywords: Categorization, Prioritization, Travel motives, Kerman.
Introduction
Marketing plays a crucial role in the sustained success of businesses, making the evaluation of marketing performance essential and fundamental for effective management. In the context of tourism, marketing endeavors aim to comprehensively understand the needs of tourists, facilitate appropriate infrastructure, and motivate them to visit specific destinations, thereby ensuring their satisfaction. Among the key factors influencing travel behavior, travel motives have received significant scholarly attention and are integral to the formulation of effective tourism marketing strategies. Of particular importance is the careful consideration of tourists' perspectives and motivations for choosing a particular destination. A thorough understanding of tourists' motivations for travel holds immense value for managers and planners within the tourism industry. Conversely, an inadequate or erroneous understanding of these motivations can lead to substantial economic, socio-cultural, and environmental costs for society at large. In light of this context, the present study focuses on the identification of tourists' motivations specifically within Kerman city. By pinpointing the primary motivations behind tourists' decision to visit Kerman, this research aims to offer valuable insights to tourism managers and businesses in the city. These insights will prove instrumental in the development of targeted marketing programs and the overall advancement of the tourism sector within Kerman.
Methodology
The current research encompasses both qualitative and descriptive quantitative components, focusing on a case study of Kerman city. Data collection techniques employed in the qualitative segment involve desk research, while the quantitative portion utilizes survey research. To gather qualitative data, sampling was conducted from tourism books and articles, whereas closed questionnaires served as the data collection instrument in the quantitative phase. The questionnaire was administered to tourists who had visited Kerman with the purpose of exploring its tourist attractions. For the research, a researcher-made questionnaire consisting of closed questions with a five-choice Likert scale was employed.
The statistical population of this study comprises domestic tourists who traveled to Kerman city in April 2022, and who possess relevant documentation available for examination by the researchers. The sampling method employed in this research follows a non-probability and convenience sampling approach. A total of 300 questionnaires were evenly distributed among the aforementioned tourist attractions, with 276 tourists responding to and participating in the survey. To bolster the validity of this research, a triangulation method was employed. Additionally, the reliability of the research questionnaire was assessed by calculating Cronbach's alpha coefficient, yielding a value of 0.87 for the entire questionnaire.
In this study, the exploratory factor analysis method was utilized in the first stage to identify and categorize motivations, ultimately generating a novel framework based on the research findings. Subsequently, in the second stage of the research, after motivations had been categorized, the TOPSIS (Technique for Order of Preference by Similarity to Ideal Solution) method was employed to prioritize and rank the identified motivations.
Results
The research findings are presented in several parts. Firstly, the study begins by identifying travel motivations through an extensive review of relevant literature, which is further complemented by expert surveys. Subsequently, a questionnaire incorporating the identified variables of tourists' motivations is formulated and administered to individuals visiting Kerman. Moving on to the next stage of the research, the collected questionnaires are analyzed. This phase entails presenting inferential findings regarding the identification and classification of domestic tourists' motivations for traveling to Kerman. To accomplish this, exploratory factor analysis is employed. Prior to conducting the exploratory factor analysis, certain preliminary tests are conducted to ensure the suitability of the available data and confirm its appropriateness for this method. These tests include Bartlett's test and the Kaiser Meyer-Oliken (KMO) sample size adequacy index.
Additionally, the identified motivations are ranked using the TOPSIS method. The findings obtained from the application of the TOPSIS method reveal the prioritization of domestic tourists' motivations for traveling to Kerman. Accordingly, the ranked motives are as follows: motivation to visit cultural-historical attractions, religious motivation, work motivation, motivation to benefit from economic travel, motivation to benefit from group travel, motivation to visit friends and relatives, motivation to engage in shopping, motivation for leisure, nostalgic motivation, motivation to appreciate the natural environment, and motivation for learning.
Conclusion
The primary objective of this research was to comprehensively identify, categorize, and prioritize the motivations driving domestic tourists to choose Kerman as their travel destination. The conclusive results unveil a range of motivations influencing domestic tourists' decision to visit Kerman. These motivations can be summarized as follows: the desire to explore cultural-historical attractions, religious motivations, work-related motivations, the urge to derive economic benefits from travel, the inclination towards group travel experiences, the intention to visit friends and relatives, the motivation for shopping, the pursuit of leisure and enjoyment, nostalgic inclinations, the appreciation of the natural environment, and the aspiration for learning. These findings contribute to a deeper understanding of the factors influencing domestic tourists' choice of Kerman as their preferred travel destination. The identified motivations shed light on the diverse range of needs and preferences of domestic tourists when embarking on a trip to Kerman. These insights can serve as a valuable resource for tourism stakeholders, policymakers, and destination managers in developing targeted strategies to attract and cater to the specific motivations and desires of domestic tourists. With this knowledge, destination marketers can tailor their promotional efforts, enhance tourist experiences, and ultimately support the sustainable growth of tourism in Kerman.
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