Expected benefits segmentation of international tourists participating in Zimbabwe safari tourism

The study aims to categorize tourists visiting national parks in Zimbabwe into clusters that are similar to each other according to their expected benefits and to determine different tourist profiles in terms of the expected benefits. For this purpose, data was collected through convenience sampling between 1 February and 30 April 2019 in Hwange National Park, Mana Pools National Park, and Gonarezhou National Park. It was 307 usable questionnaires were obtained. In the research, descriptive statistics and t-tests, ANOVA, factor analysis, cluster analysis, and chi-square analysis were utilized. Three benefit factors were named “Socialization and self-improvement,” “Recognizing nature and wildlife,” and “Relaxing.” In addition, two market segments (clusters) were identified and termed “socialization seekers” and “nature and wildlife seekers.”