Segmenting tourism in rural area by emphasizing on motivational factors: Case study of Kolan river catchment area

Tourism is known as one of the most important new economic strategies for the development of rural areas. As in other economic sectors tourism industry consists of supply and demand system, and creating a balance between supply and demand of tourism is recognized as prerequisite for the dynamics of tourism system and the creation of economic growth and development. Tourism market segmentation is considered as the most common way in studying and understanding the structure of tourism demand, which helps to appropriate exploitation of the supply resources of tourism in line with the actual needs of different tourist market segments. This research pays to tourist segmentation in the tourism typical area of Kolan river catchment area in Malayer Township. The study statistical population is tourists who travel to the area for recreation, tourism and leisure. The research tool is a self-administrated questionnaire. By the method of Simple random sampling we collected a total of 200 questionnaires of tourists in the study area. Descriptive statistics and exploratory factor analysis and cluster analysis was used to analyze the research data. Based on the results of factor analysis were identified even major factor in tourist's motivations at the regional level, including: Rurality, sense of place and place belonging, rest and relaxation, nature-based tourist activities, group outdoor recreational activities, purchase the rural production, excitement and novelty, spirituality and solitude. According to this motivational factors final result of tourism segmentation shows that tourism demand in the market consisted 7 difference segments. The results could be utilize in order to optimize the use of available resources in the area by managers and local authorities, as well as owners of tourism businesses, compatible with the Actual needs of various sectors in rural tourism market.