Segmentation of Taiwanese Tourist Motivation and Their Destination Service Satisfaction when Visiting Australia

The aim of the study was to segment tourists by their travel motivations and to identify a profile and their destination service satisfaction for each tourist group. A total of 547 Taiwanese travelers who visited Australia were selected as respondents for this study. Four tourist groups were successfully segmented using factor-cluster analysis and classified as: prestige seekers, high motivation travelers, comfort/attraction seekers, and low motivation travelers. The prestige seekers group were the highest percentage of respondents. The low motivation travelers group was very unique because they had high educational backgrounds and income but low motivation. Their satisfaction levels were the lowest among the four groups