Motivation-Based Segmentation of Tourist Shoppers to Hainan During COVID-19

This research attempts to identify tourists’ shopping motives in Hainan in relation to their socio-demographic and trip characteristics in the context of Chinese domestic tourism during COVID-19. Using a motivational market segmentation approach, the study revealed three motivations: obtaining local cultural products, high quality gifts at good prices, and a diverse range of high quality products. Three distinctive groups emerged by motivational profile, namely, efficiency seekers, want-it-all shoppers, and unwilling shoppers. Significant differences in tourist shopping behavior were identified among the three groups regarding gender, age, income, region, and tourism motivation. The findings of this research will provide destination management organizations, tourism practitioners, and policy makers of both local and national governments with practical directions by which to approach the target markets, understand their needs, and understand the benefits they seek against the background of the integration of culture and tourism.