Segmenting the rural tourism market: The case of Potter County, Pennsylvania, USA

Erwei Dong, Yawei Wang, Duarte Morais, David Brooks

Research output: Contribution to journalReview article

16 Citations (Scopus)

Abstract

Because of its importance in the sustainable development of rural communities, rural tourism has been frequently studied as an alternative form of economic development in rural areas. In the United States, many rural communities rely on tourism for economic growth to compensate for declines in manufacturing, agriculture, extraction of natural resources, and population. Although there is an increased interest in developing rural tourism in many countries, there is little information regarding the motivations of rural tourists in the United States. Therefore, this study aims to understand travel motivations and characteristics of tourists visiting a rural destination to provide a better understanding of rural tourism in the United States. Our study site, Potter County, Pennsylvania, represents a typical American rural area with a population of 18,080, which is currently struggling to pursue economic revitalization by attracting tourists. The findings of this study indicated that visitors to Potter County do not fit a homogenous rural tourist profile due to their broad travel preferences. The findings also suggest that "tourism in rural areas" may be a better descriptor than "rural tourism" in the context of Potter County, Pennsylvania.

Original languageEnglish
Pages (from-to)181-193
Number of pages13
JournalJournal of Vacation Marketing
Volume19
Issue number2
DOIs
StatePublished - 1 Apr 2013

Fingerprint

tourism market
tourism
rural area
Tourists
Rural tourism
economic growth
sustainable development
economic development
manufacturing
natural resource
agriculture
Rural areas
economics
Rural communities
Tourism

Keywords

  • Rural tourism
  • motivations
  • segmentation

Cite this

Dong, Erwei ; Wang, Yawei ; Morais, Duarte ; Brooks, David. / Segmenting the rural tourism market : The case of Potter County, Pennsylvania, USA. In: Journal of Vacation Marketing. 2013 ; Vol. 19, No. 2. pp. 181-193.
@article{41be6b2d036d4486acd84512596e4b9a,
title = "Segmenting the rural tourism market: The case of Potter County, Pennsylvania, USA",
abstract = "Because of its importance in the sustainable development of rural communities, rural tourism has been frequently studied as an alternative form of economic development in rural areas. In the United States, many rural communities rely on tourism for economic growth to compensate for declines in manufacturing, agriculture, extraction of natural resources, and population. Although there is an increased interest in developing rural tourism in many countries, there is little information regarding the motivations of rural tourists in the United States. Therefore, this study aims to understand travel motivations and characteristics of tourists visiting a rural destination to provide a better understanding of rural tourism in the United States. Our study site, Potter County, Pennsylvania, represents a typical American rural area with a population of 18,080, which is currently struggling to pursue economic revitalization by attracting tourists. The findings of this study indicated that visitors to Potter County do not fit a homogenous rural tourist profile due to their broad travel preferences. The findings also suggest that {"}tourism in rural areas{"} may be a better descriptor than {"}rural tourism{"} in the context of Potter County, Pennsylvania.",
keywords = "Rural tourism, motivations, segmentation",
author = "Erwei Dong and Yawei Wang and Duarte Morais and David Brooks",
year = "2013",
month = "4",
day = "1",
doi = "10.1177/1356766712471231",
language = "English",
volume = "19",
pages = "181--193",
journal = "Journal of Vacation Marketing",
issn = "1356-7667",
publisher = "SAGE Publications Ltd",
number = "2",

}

Segmenting the rural tourism market : The case of Potter County, Pennsylvania, USA. / Dong, Erwei; Wang, Yawei; Morais, Duarte; Brooks, David.

In: Journal of Vacation Marketing, Vol. 19, No. 2, 01.04.2013, p. 181-193.

Research output: Contribution to journalReview article

TY - JOUR

T1 - Segmenting the rural tourism market

T2 - The case of Potter County, Pennsylvania, USA

AU - Dong, Erwei

AU - Wang, Yawei

AU - Morais, Duarte

AU - Brooks, David

PY - 2013/4/1

Y1 - 2013/4/1

N2 - Because of its importance in the sustainable development of rural communities, rural tourism has been frequently studied as an alternative form of economic development in rural areas. In the United States, many rural communities rely on tourism for economic growth to compensate for declines in manufacturing, agriculture, extraction of natural resources, and population. Although there is an increased interest in developing rural tourism in many countries, there is little information regarding the motivations of rural tourists in the United States. Therefore, this study aims to understand travel motivations and characteristics of tourists visiting a rural destination to provide a better understanding of rural tourism in the United States. Our study site, Potter County, Pennsylvania, represents a typical American rural area with a population of 18,080, which is currently struggling to pursue economic revitalization by attracting tourists. The findings of this study indicated that visitors to Potter County do not fit a homogenous rural tourist profile due to their broad travel preferences. The findings also suggest that "tourism in rural areas" may be a better descriptor than "rural tourism" in the context of Potter County, Pennsylvania.

AB - Because of its importance in the sustainable development of rural communities, rural tourism has been frequently studied as an alternative form of economic development in rural areas. In the United States, many rural communities rely on tourism for economic growth to compensate for declines in manufacturing, agriculture, extraction of natural resources, and population. Although there is an increased interest in developing rural tourism in many countries, there is little information regarding the motivations of rural tourists in the United States. Therefore, this study aims to understand travel motivations and characteristics of tourists visiting a rural destination to provide a better understanding of rural tourism in the United States. Our study site, Potter County, Pennsylvania, represents a typical American rural area with a population of 18,080, which is currently struggling to pursue economic revitalization by attracting tourists. The findings of this study indicated that visitors to Potter County do not fit a homogenous rural tourist profile due to their broad travel preferences. The findings also suggest that "tourism in rural areas" may be a better descriptor than "rural tourism" in the context of Potter County, Pennsylvania.

KW - Rural tourism

KW - motivations

KW - segmentation

UR - http://www.scopus.com/inward/record.url?scp=84876067744&partnerID=8YFLogxK

U2 - 10.1177/1356766712471231

DO - 10.1177/1356766712471231

M3 - Review article

AN - SCOPUS:84876067744

VL - 19

SP - 181

EP - 193

JO - Journal of Vacation Marketing

JF - Journal of Vacation Marketing

SN - 1356-7667

IS - 2

ER -