Although considerable research has identified motivations for both whale watching tourism, it is largely unknown who whale watching drive tourists are and how they can be targeted. Based on a sample of 634 tourists, three valid clusters were determined. All three clusters were very interested in whale watching, yet their knowledge of whale watching was limited. Clusters differed significantly in age and origin. It was concluded that the three clusters were not significantly different based on their satisfaction or word-of-mouth communication, although their repurchase intentions varied. The first cluster should be targeted by due to its potential return on investment.
|Title of host publication||Newcastle Business School, The University of Newcastle|
|Publication status||Published - 5 Feb 2018|