Research on Optimal Strategy of Market Segmentation and Product Development of Rural Tourism Based on Cluster Analysis

Factor analysis of rural tourists’ motivation

Factor	Factor load	Characteristic root	Variance explanation ( % )	Reliability coefficient	Mean
Children education	-	4.452	31.82	0.896	5.89
Let the children understand the farming culture	0.923	-	-	-	5.95
Let children feel the rural life	0.864	-	-	-	5.97
Let children increase their knowledge	0.862	-	-	-	5.91
Leisure relaxation	-	2.206	15.82	0.748	5.91
Relieve the pressure	0.818	-	-	-	5.97
Enjoy peace	0.744	-	-	-	5.9
Get rid of the monotonous daily life	0.692	-	-	-	5.86
Adjust the body and mind	0.682	-	-	-	6.11
Social interaction	-	1.588	11.31	0.783	4.57
Business / business / conference needs	0.858	-	-	-	4.03
Visiting relatives and friends	0.816	-	-	-	4.63
Make New Friends	0.734	-	-	-	4.82
Entertainment excitement	-	1.021	7.24	0.766	5.12
Participate in exciting activities	0.874	-	-	-	5.49
Seek stimulation and excitement	0.833	-	-	-	4.78
Seeking new exploration	-	1.014	7.3	0.767	5.45
Explore new attractions / places	0.851	-	-	-	5.3
Learn new things	0.826	-	-	-	5.55
Cumulative variance interpretation rate ( % )	-	-	73.49	-	-

Discriminant analysis

-		Function 1	Function 2	Function 3
Standardized typical difference function coefficient	Children education	0.003	0.355	0.791
	Leisure relaxation	0.062	0.744	0.456
	Social interaction	0.652	27.6	5.8
	Entertainment excitement	0.644	747.778	168.432
	Seeking new exploration	0.456	0.003	0.505
Characteristic root		2.986	-0.277	-0.716
Variance explanation ( % )		66.8	1.236	0.264
Canonical correlation		0.865	0	0
Wilks’ Lambda		0.088	0.109	-0.125
Chi-square		1745.636	-0.05	0.515
Degree of freedom		15	0.976	-0.153
Prominence		0	8	3

Results of evaluation and clustering

Classification	Family education type	Leisure relaxation type	Explore entertainment type	Full active type	Total
Family education type	204(95.33%)	2(0.93%)	0(0%)	8(3.74%)	214(100%)
Leisure relaxation type	10(7.94%)	114(90.48%)	2(1.59%)	0(0%)	126(100%)
Explore entertainment type	4(3.33%)	2(1.67%)	112(93.33%)	2(1.67%)	120(100%)
Full active type	5(1.88%)	0(0%)	3(1.13%)	258(96.99%)	266(100%)

Visitor travel motivation

Visitor travel motivation	Leisure relaxation type		Explore entertainment type		Family education type		Full active type
	N	Proportion	N	Proportion	N	Proportion	N	Proportion
Close to nature	18	14.29%	23	19.17%	32	14.95%	18	6.77%
Relax	38	30.16%	24	20.00%	32	14.95%	38	14.29%
Experience rural life	9	7.14%	10	8.33%	23	10.75%	23	8.65%
Morning hurry with friends and family feelings	22	17.46%	24	20.00%	43	20.09%	41	15.41%
Walk at will	10	7.94%	18	15.00%	14	6.54%	43	16.17%
Spend time	15	11.90%	12	10.00%	55	25.70%	38	14.29%
Consumer shopping	12	9.52%	3	2.50%	9	4.21%	46	17.29%
Knowledge and learning	2	1.59%	6	5.00%	6	2.80%	19	7.14%
Pearson chi-square	λ2=34.806Df=21P=0.02

Post-purchase evaluation

Post-purchase assessment	Leisure relaxation type	Explore entertainment type	Family education type	Full active type	F	P
Overall satisfaction	2.26	2.48	1.69	2.66	9.721	0.005
Reactivity	2.11	2.4	1.22	2.48	11.548	0.009
Recommended will	2.14	2.42	1.22	2.52	11.062	0.003
The mean range is 1~5, and the lower the score, the higher the importance.

Difference analysis

Evaluation criteria	Leisure relaxation type	Explore entertainment type	Family education type	Full active type	F	P
Traffic convenience	2.11	1.82	1.36	2.61	8.915	0.001
Rich animal and plant ecological resources	1.83	1.75	2.49	1.49	7.861	0.006
Beautiful rural natural environment	1.63	1.51	2.26	1.17	15.737	0.001
Reasonable price	2.11	1.94	1.6	2.1	2.274	0.088
The fame of the village	3.55	2.99	3.92	2.59	13.999	0.006
Dining with special flavors	2.22	2.24	3.16	1.8	8.108	0.002
Perfect recreation facilities	2.39	1.92	3.83	1.72	28.588	0.005
Service quality	1.8	1.57	1.91	1.63	1.455	0.248
Environmental Sanitation	1.42	1.49	1.97	1.49	3.05	0.032
Diversified experience activities	2.41	2	3.78	1.62	25.299	0.007
The mean range is 1~5, and the lower the score, the higher the importance.

Average value of motivation factors of rural tourists’ segmentation population

Factor	Family education type	Leisure relaxation type	Explore entertainment type	Full active type	Total	F-value
Children education	6.31H	6.03M	4.15L	6.32H	5.89	297.35***
Leisure relaxation	6.06H	5.65M	5.44L	6.24H	5.91	53.53***
Social interaction	3.76L	3.41L	4.35M	5.72H	4.57	330.62***
Entertainment excitement	5.22M	3.54L	4.81M	5.92H	5.12	243.28***
Seeking new exploration	5.53M	4.26L	4.98M	6.04H	5.45	150.57***

Forms of information gathering

Forms of information gathering	Leisure relaxation type		Explore entertainment type		Family education type		Full active type
	N	Proportion	N	Proportion	N	Proportion	N	Proportion
Introduction of relatives and friends	65	51.59%	53	44.17%	128	59.81%	64	24.06%
Radio and television	20	15.87%	18	15.00%	36	16.82%	64	24.06%
Newspapers and magazines	11	8.73%	16	13.33%	42	19.63%	52	19.55%
Network	24	19.05%	26	21.67%	0	0.00%	81	30.45%
Tourism brochure	6	4.76%	7	5.83%	8	3.74%	5	1.88%
Pearson chi-square	λ2=33.715Df=16P=0.003