Segmentation of Rural Tourists Based on Tourism Motivations; Case Study: Sarvestan Dehestan, Bavanat Township

Today's world moves increasingly towards urbanization and an obvious consequence of this phenomenon is the increasing imbalance in the levels of development of the rural and urban areas. Agricultural stagnation and growing unemployment, rural urban migration continued, aging population, the negative consequences of climate change, and reduce the tendency of governments to support free market policies such as agriculture, rural development problems in many areas, known as manifestations. Despite the extensive development of rural tourism in recent decades, but research on the identification segmentation of rural tourism and demand as agent and key players in the tourism development in rural areas have received little attention. Segmenting tourists based on various characteristics such as motivational variables of importance to optimal use of capacities in the tourism market based policies are targeted. Based on this study, by using a questionnaire survey Segmentation rural tourism in rural areas Sarvestan the functions Mzayjan Bavanat city in the province concerned. Accordingly, the Current research by using a questionnaire survey deal with Segmentation rural tourism in rural areas Sarvestan Dehestan the functions Mzayjan Bavanat city in the province Fars. The Dehestan Sarvestan by centred bazm village over the past few years has become one of the leading destinations for rural tourism in the region. Tourist attractions include the villages of the mountainous nature, natural grass area sarvestan, almond and walnut orchards with old trees, the shrine of Shah Mir Hamza, Bibi Khatun Mausoleum, Holy Shrine and J. Aoun, a historic castle banquet, family run tourist village, hostel modern and traditional rural, agricultural and Anthropology Museum, the historical context is worth noting in some rural settlements. This investigation was designed to further understand the rural tourism market in Dehestan Sarvestan the data were collected from rural tourists who visited rural tourism villages in Villages of Dehestan Sarvestan Over a period of 12 months between February 2014 and June 2014. The selected villages are comparatively well developed and provided similar rural tourism resources and activities for rural visitors. In cases where the village owner or manager agreed to collect the data for the study, the survey questionnaires were distributed to the survey sites, and respondents freely participated in answering the survey questionnaire after they had stayed in the village for at least one night. Then, researchers visited and collected the survey questionnaires from each village. Data were collected by using a five-page self-administered questionnaire primarily designed to gather information on the subjects’ general motivations for travel. From the 258 self-administered questionnaires distributed in the villages, a total of 246 usable questionnaires were obtained from rural visitors who traveled to rural destinations for at least one night during the survey (95.34% response rate. Data were analyzed in three stages. First, descriptive-statistics analysis was applied to the collected data to explore the overall sample profile. Principal component analysis (PCA) with varimax rotation, During the Second stage Hierarchy cluster analysis was used to identify the number of clusters by an agglomeration schedule on the cluster analysis. Then, K-means cluster analysis was used to classify the samples according to their travel experience parameters that best discriminated them. During the third stage, segment characteristics were delineated by various univariate and multivariate statistical procedures. Specifically, the differences among clusters in demographics, travel behavior, and the various personality and interest dimensions were assessed by suitable analyses including ANOVA and chi-square. ANOVA was used to identify whether there were any differences among the clusters, as measured by a comparison of mean ratings (for metric variables). Discriminant analysis was used to provide information as to which of the travel motivational items were driving the differences and to assess the accuracy level of classification of segment membership. Finally, chi-square analysis was used to explore the differences between clusters in terms of categorical variables, such as demographics and travel behavior. The results of the factor analysis indicate that six motivational factors, in order of importance include: "Ecotourism, physical activity and adventure", "Rural Life", "Relax, relax, have fun", "spatial dependency", "restaurants and monuments historic ". Being at the forefront of ecotourism and rural tourism motivations are consistent with results from studies of other researchers, eg, Reed et al (103: 2014), Dvsa et al (549: 2010), Oh and Scott (43: 2010). The important features of the natural environment attract tourists to rural areas. Findings indicated that rural tourism market based incentive tourists in villages sarvestan divided into four sections: "Nature and visiting monuments" (14.6%), a "passive" (4.9%), "village-oriented and relax and rest "(42.7%)," peace and rest "(20.7%)," Ecotourism and place of belonging "(17.1%). MANOVA results according to different incentives tourism shows significant differences among the tourists. These results suggest that the key point is that the majority of rural tourism is combined with incentives. The results of this study provide valuable information regarding the governing structure of rural tourism demand situation for government agencies, activists, business tourism, and the local community provides. So that, according to the needs of different market segments can tourism management strategies, development, and proper marketing reach. The results show that the descriptive characteristics of tourists socioeconomic variables, employment status, income level and education level and type of incentives linked to rural tourism. For example, a third group of "village-oriented, calm and relax" as the department of education and income levels than are other groups. The results of this study provide valuable information regarding the governing structure of rural tourism demand situation for government agencies, activists, business tourism, and the local community provides. So that, according to the needs of different market segments can tourism management strategies, development, and proper marketing reach. The results show that the descriptive characteristics of tourists socioeconomic variables, employment status, income level and education level and type of incentives linked to rural tourism. For example, a third group of "village-oriented, calm and relax" as the department of education and income levels than are other groups.