Travel Motivation: Factor for Segmenting Indian Tourism Industry

Abstract: India is one of the fastest growing economies of the world attracted a large no. of foreigners as well as domestic tourist. After post pandemic this industry once again started reviving to reach its pre pandemic position. Tourism in recent years is not only to visit historical places; have many other motives also. This research objective is to cluster tourist arrivals in India using primary data collected from various tourist places covering historical monuments, religious places, research institutions and medical units and others. To understand people’s varied motive to visit in the country will support for making policy for tourist arrival in future. The findings of the study suggest that clusters of tourist arrivals are mainly to visit religious monuments, historical monuments, medical services, business and commercial activity, education and research work and some others miscellaneous works are primary concerns. The creation of more homogeneous sub groups on the basis of their travel motive will help us in formulation of policies and target marketing will enhance tourist arrival in the country. Three distinct market segments are identified— freedom and spiritual seekers, multi-purpose seekers, and fun and special interest in adventures seekers—based on a cluster analysis using k-means methodology.