Segmenting the Local Market for Cultural Tourist Attractions: A Case of Melbourne, Australia

Abstract

The aim of this study was to explore whether there are differences across segments of the local resident market in terms of their motives for engaging in leisure activities within the context of tourist attractions. Gaining information on leisure motivations is of paramount importance for marketers of tourist attractions and destinations, particularly in increasingly competitive market places. The study was set within the context of Melbourne, Australia, which has an expanding set of tourist attractions, and focused on local residents of Melbourne.