Journal of Tourism Quarterly Research Article

ISSN 2689-2294 (Online) 2025, 7(3-4), 78-96

Segmentation and Profile Analysis of International Tourists: A

Systematic Literature Review
Alvy Ashraf1, Sazu Sardar2, Noor Maliah Rity3 and Samir Bhadra4
1
Department of Tourism and Hospitality Management, University of Rajshahi, Bangladesh
2
Department of Tourism and Hospitality Management, University of Rajshahi, Rajshahi, Bangladesh
3
Department of Economics, University of Rajshahi, Rajshahi, Bangladesh
4
Institute of Bangladesh Studies, University of Rajshahi, Rajshahi, Bangladesh

E-mail: [email protected]

Abstract
The need to understand tourists and their preferences has pushed toward segmenting and profiling tourists. The
stakeholders of tourism sectors, especially developing countries, seem to become conscious of catering to specific
types of tourists for a sound operation. This evidence-based systematic review attempts to categorize and profile
international tourists. A total of 1386 records were found in the timeline of 2013-2023 from ScienceDirect,
Scopus, Web of Science, and IEEE, where 20 suitable publications were selected. By synthesizing results from
different articles, the review will assist in comprehending the diverse characteristics and preferences of
international tourists. This paper has revealed that tourists may be segmented into two sections- motives they
possess for the destination and activities they intend to indulge in. In fine, the stakeholders of the tourism industry
in a country may utilize this information for bettering their product offerings and services.
Keywords: Tourist Segmentation, Tourist Profiling, Motivation-based Segmentation, Activity-based
Segmentation, International tourist

1. Introduction
The tourism industry has prevailed to be a diverse and uprising one. Many countries rely significantly on this
sector for employment, revenue generation, investment, and growth in the private sector (Hossain and Wadood,
2020). International tourists visiting a country not only generate foreign currency and assist developing countries
with balancing their debts but also create job opportunities, increase income, and promote savings, investments,
and total economic progress (Remoaldo et al., 2020). Recognizing the significance of the tourism industry,
substantial investments are made by government and private entities to support the growth of businesses in this
sector. A significant rise in tourists is occurring due to globalization and worldwide open markets. A report from
UNWTO shows that 1.1 billion visitors have taken their vacations internationally within the first nine months
(January to the beginning of October) of 2024. It indicates that global tourism has come out of the bushes with
98% if compared to pre-pandemic levels (UNWTO, 2024). So, this has made the countries (accommodating
foreign tourists), a bit conscious about being hospitable to the tourists.

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Tourists with various intentions pay a visit to a foreign country but the reasons mostly vary as they are of different
values, traits, and consciousness (Baniya et al., 2021). To become more appealing to foreign tourists, countries
implement careful patterns of segmentation. To make successful advertising initiatives, it is necessary to know
the different tastes, reasons, and actions of visitors (Carvache-Franco et al., 2019). Further, the tourism industry
stakeholders of a nation must regulate the tourists coming to monitor the influx of tourists, the movements they
make and their behaviours.

The need to comprehend visitor motivation is of utmost importance to justify tourist behaviors and views. The
comprehension of tourist motives has emerged as a crucial matter as this leads to the information about the reasons
for their visitation and assists the stakeholders in tailoring marketing strategies based on such information and
generating more profit (Latorre et al., 2021). Clarity regarding the motivations of visitors helps to get answers to
a lot of questions concerning the leisure activities they indulge in. As the significance of motivation in the tourism
sector is much greater, the current study of segments and profiles of foreign tourists visiting Bangladesh will take
an advanced step towards comprehending the factors that drive their visitation.

Having insight into visitors and what might influence their stay will assist managers in making better decisions.
Market segmentation can be accomplished ideally by making use of the profiling and recognition of specific
market segments according to the characteristics they share (Sung et al., 2016; Srihadi et al., 2016). Market
segmentation initiatives have concentrated on improving the targeting and effectiveness of marketing strategies
based on travellers' diverse experiences (Carvache-Franco et al., 2023). Travellers' varied experiences have long
been the primary concern of market segmentation initiatives to improve the targeting and effectiveness of
marketing strategies (Dong et al., 2013). Understanding the traits of specific tourist groups, while considering
national and regional contexts, can assist businesses and government officials in tailoring their services to meet
these groups' requirements, thereby attracting more visitors from those demographics (Romão et al., 2015).

The comprehension of visitor demands and the practice of sustainable tourism management may be ensured by
the stakeholders of a destination and the most popular areas with the help of motive-based segmentation (Shi et
al., 2018). Going through many literatures, many countries have attempted to address this issue but the focus was
mostly on a specific country, region, or destination. For a developing country like Bangladesh, it is momentous.
the comprehension and management of the holiday maker flow to Bangladesh's numerous attractions and
protected areas necessitate motive-based segmentation. Numerous investigations exist on tourism extensively but
a total analysis of holiday maker segmentation is scarce and very unclear. to fill this data gap, the current
investigation will attempt to segment foreign tourists into specific groups based on their journey and individual
characteristics. The study will assist in enhancing knowledge about international tourists and provide the
necessary along demanded tourism services in all spheres of tourism in Bangladesh as per the features of the
foreign tourists.

1.1 Research Gap

The limited integration of various segmentation methodologies in the procedure of comprehending the behavior
of international tourists is the research gap that has been discovered in this study. Although approaches of
segmentation that depend on motives, activities, and demographics have each been investigated separately, there
is a scarcity of comprehensive research that integrates these approaches to provide a thorough familiarity of the
preferences and motivations of tourists. Besides, much of the research conducted so far focuses on specific tourist
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market segments or destination scenarios, thus overlooking the generic utility of segmentation strategies across a
variety of tourism situations. Furthermore, the literature lacks a thorough analysis of emerging trends and aspects
determining tourist behaviour. Such matters involve evolving technology and changing customer preferences.
Closing these gaps could potentially enhance destination management and marketing efforts to satisfy the diverse
demands of international tourists.

1.2 Objectives

1. To analyse the research trends on tourist segmentation and profile analysis.

2. To unify the segmentation base of foreign tourists.
3. To unify the profile of foreign tourists.

2. Methodology

In conducting this evidence-based systematic review, the researchers have noted to found four basic levels. They
have said that the levels are: search, assessment, synthesis, and lastly, analysis.
2.1 Literature search
At the initial stage, systematic literature research on the topic of tourist segmentation in developing countries was
conducted. Literature from top academic research databases was searched and collected. In Table 1, 1386 records
had been identified in the established academic research databases. The years 2013 to 2016 were focused on the
literature review and collected from ScienceDirect, Scopus, Web of Science, and IEEE, which displayed results
from that year.

Table 1. Search proceedings

Search expressions Search Date Query Number of
within Range records
Segmentation and All 2013 ALL (segmenting tourists AND 1386
profiling of tourists fields to tourist profiling AND tourist
visiting developing 2023 segmentation AND tourist trait
countries. segmentation AND tourist attributes
segmentation) AND PUBYEAR>
2016 AND PUBYEAR <2023
Source: Authors’ elaboration
2.2 Literature assessment
In order to evaluate the most recent literature that has been selected, we used the PRISMA flow diagram like
researchers did in evaluations of collected data. Figure 1 here portrays the pragmatic steps taken to obtain the
total number of publications. Researchers decided to settle on 20 articles which focused on visitor segmentation
and profiling for the research.
2.3 Literature synthesis

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After 20 articles were selected, it was decided to use a comprehensive synthesis technique following suggestions
given by Carroll et al., (2013) and James et al., (2016).
The systematic categorization and synthesis of the pertinent findings, methodology and classification approaches
applied in the relevant tourism-based literature were used to afford an extensive understanding of how
international tourists visiting various destination countries have been categorized and profiled in the previous
studies, on which this approach was based. In this synthesis, the researchers aimed to identify commonalities,
consistencies, and gaps in the domains of research. The present article intends to summarize the classification and
characteristics of international travelling persons visiting various countries.
2.4 Analysis and Reporting
Applying a table to systematically record and analyze the collected data, the researchers adopted the suggestion
proposed by Saeed & Mura (2019) for all this important phase. To help ease the understanding, Table 2 prisons
in a visual representation of the number of the records stated in the PRISMA flow diagram. The recommended
methodology facilitated in systematic review of the literature and established the framework for identifying major
themes regarding tourist groups and what drives them. The researchers were very beneficial and understanding
tourist behavior and references through structuring previous research articles. It is expected to enhance the in-
depth perspective and reliability of this current study's findings.

Figure 1. The result of the PRISMA flow diagram

Total 1386 records were 471 records were excluded owing to:
identified - Publications marked as ineligible
- Irrelevant titles and abstracts

513 records were removed for:

915 related documents
-Irrelevant to key concept
-Insufficient data

286 records were excluded due to:

412 related article papers
-Articles did not focus on various kinds of tourists

126 applicable records 106 articles were disqualified owing to:

-Inconsistency with the research objective (did
not focus on segmenting tourists)

20 articles were included

Source: Author’s elaboration

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Table 2. Records of Selected Articles

Study Author & Study Purpose/ Focus Methods Findings
NO. Year employed
Segmentation Profile
Base
1. Baniya et al To do a segmentation analysis Quantitative Local culture
(2022), of international tourists based aspirants,
on their motivations and Escape seeker,
developing GCA profiles Adventure seeker
accordingly.
2. Benevolo To identify market segments Quantitative Pleasure boaters,
and Spinelli among marinas' customers, Tourist marinas
(2020)
3. Castillo- To identify the reasons that Mixed Food and new
Canalejo et have brought tourists to food experiences,
al. (2020) markets. Relaxation and
enjoyment,
Tour experience
related to work
4. Carvache- To identify the different Quantitative Nature,
Franco et al. motivational dimensions in Reward and
(2019) ecotourism Escape,
Community
engagement,
Cultural
exploration
5. Deng and The aim is to examine NBT Mixed Environmental
Jian Li in a countryside setting within views,
(2019), the Appalachian Region of the Learn about nature
United States.
6. Jones and To find out push factors of Quantitative Appreciating
Nguyen motivation for Nature-based nature with close
(2021) tourism in Japanese national family or friends,
park. Discover
something
7. Latorre et The study aimed at Mixed Away from Personal growth
al. (2021) segmenting mycotourists on urbanization, seeker,
motivational basis. Nostalgia Thrill seeker,
Leisure seeker

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8. Lee and To identify motivations, Quantitative Motivation

Kim (2023) analyze characteristics, and seeker,
propose marketing strategies Wellness seeker,
for wellness tourists, Novelty Seeker
9. Lee and Jan To assess segmentations of Quantitative Environmental
(2019) market and profile of visitors cautious,
in community-based tourism.
10. Lwoga, and To determine the drivers of Quantitative Relaxation, Learning seekers,
Maturo tourists in rural tourism and Firms visiting,
(2020) segment the markets using Enjoying nature,
push and pull motivational Casual visiting
factors. with family
11. Nduna and To find visitor benefits, Quantitative Benefit seekers,
Zyl (2019) connect attractions, activities Adventure
and information sources for activity seeker,
establishing a framework for Attraction seeker
tourism marketing planning
based on tourist behaviors.
12. Pérez To demonstrate the existence Mixed Local food,
Gálvez et of tourists with different Food
al. (2020) perceptions of local experimenting,
gastronomy. Cuisine evaluating
13. Stylidis et This study aims to address a Quantitative Spending time Greek history
al. (2020) research gap in the field of alone, lovers
solidarity and emotion by
categorizing tourists
according to their feelings of
solidarity with local residents.
14. Tessema et To establish segments and Mixed Nature lovers,
al. (2022) profile tourists to geo-sites Culture lovers,
using the benefits sought.
15. Tokarchuk To assess the long-term Quantitative Sightseeing,
et al (2015) impact of hedonic experience, Relaxation,
a value-for-money perception, Rafting, Scuba
a safety perception, and diving,
quality tourism service and Deep sea diving,
entertainment on destination Experiencing food
satisfaction and tourists'
quality of life throughout
vacations.

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16. Gross et al. To determine psychological Quantitative Self-discovering,

(2023) factors influencing hard Food
adventure tourism choices Experiencing,
Culture
exploration,
Sightseeing,
Mounteering,
Rock Climbing,
Rafting,
Kayaking,
Canoeing,
Paragliding
17. Hossain and Tourism's impact on Mixed Economic
Wadood Bangladesh's economy is the Progress-Seeker,
(2023) study's main objective. Economic
Impact-
Conscious,
Data-Driven
Travel Analysts,
Rural Tourism
Advocates,
Climate Change-
Aware Travelers,
Destination
Explorers,
Socio-Economic
Impact Observers
18. Islam et al. To discover key factors Quantitative Safety and
(2017) drawing tourists to nature- Security
based tourism in Bangladesh, Conscious
Travelers,
Accessibility-
Seeker,
Nature
Enthusiasts,
Demographic-
Sensitive
Tourists,
Holiday
Vacationers,

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Socially-
Influenced
Travelers
19. Wengel To investigate micro-trends in Qualitative skiing,
(2021) adventure tourism in Nepal, snowboarding,
bungee jumping,
mountain biking
20. Pomfret et To analyse mountaineer Quantitative mountaineering
al. (2016) tourists' motives, understand
outdoor adventure tourists'
characteristics and
motivational decisions,
Source: Author’s elaboration
Table 3. Motivation-based Segmentation Factors
Travel Motives References
Enjoying Unspoiled Tessema (2022). BANIYA (2022), Jones (2021), Lwoga & Maturo (2020), Carvache-
nature Franco (2019), Deng (2019), Welling et al. (2020), Wen & Huang (2019), Islam et al.
(2017), Gross et al. (2023)
Relaxing Tessema (2022). BANIYA (2022), Jones (2021), Lwoga & Maturo (2020), Carvache-
Franco (2019), Deng (2019), Castillo-Canalejo et al. (2019), Chow et al. (2017), Wen
& Huang (2019), Moura et al. (2023), Gross et al. (2023), Carvache-Franco et al.
(2022)
Escaping from daily Tessema (2022). BANIYA (2022), Latorre (2021), Jones (2020), Benevolo and
life Spinelli (2020), Stylidis et al. (2020), Gálvez et al. (2020), Lwoga & Maturo (2020),
Castillo-Canalejo (2020), Carvache-Franco (2019),Nduna et al. (2020), Deng and Jian
Li (2019), Moura et al. (2023), Lee and Kim (2023), Chow et al. (2017), Wen &
Huang(2019)`, Carvache-Franco et al. (2022)
Socializing Tessema (2022). Gálvez et al. (2020), Castillo-Canalejo (2020), Nduna et al. (2020),
Lwoga & Maturo (2020), Barić et al. (2016), Moura et al. (2023), Carvache-Franco et
al. (2022)

Entertainment Tessema (2022). Lwoga & Maturo (2020), Deng and Jian Li (2019), Lee and Kim
seeking (2023). Moura et al. (2023)
Wellness hotels Jones (2020), Castillo-Canalejo (2020), Lee and Kim (2023). Chow et al. (2017),
staying Moura et al. (2023)

Craving for memories Tessema (2022). Lwoga & Maturo (2020), Deng and Jian Li (2019),
of rural cultural life
Stress relieving BANIYA (2022), Lee and Kim (2023). Chow et al. (2017), Pérez-Priego (2019), Nduna
et al. (2020), Wen & Huang (2019), Gross et al. (2023)
New food Gálvez et al. (2020), Castillo-Canalejo (2020), Pérez-Priego (2019)
experiencing

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Calm and peaceful Tessema (2022). Chow et al. (2017), Welling et al. (2020), Wen & Huang (2019),
atmosphere exploring Moura et al. (2023), Carvache-Franco et al. (2022)

Enjoying being close BANIYA (2022), Barić et al. (2016), Islam et al. (2017), Otoo et al. (2020), Hossain
to mountains (2020), D’Urso et al. (2021), Pérez-Priego (2019), Gross et al. (2023)
Being on my own BANIYA (2022), Nduna et al. (2020), Barić et al. (2016), Moura et al. (2023), Gross
et al. (2023), Carvache-Franco et al. (2022)
Sharing travel Jones (2020), Welling et al. (2020), Wen & Huang (2019), Gross et al. (2023),
experiences after Carvache-Franco et al. (2022)
returning home
Being with people Lwoga & Maturo (2020), Moura et al. (2023), Gross et al. (2023), Carvache-Franco et
who share my al. (2022)
interests
Obtaining a new Lwoga & Maturo (2020), Moura et al. (2023), Gross et al. (2023), Carvache-Franco et
perspective on life al. (2022)
Enhancing social Castillo-Canalejo (2020), Nduna et al. (2020), Wen & Huang (2019), Gross et al.
status (2023), Carvache-Franco et al. (2022)
Discovering new Jones (2020), D’Urso et al. (2021), Nduna et al. (2020), Moura et al. (2023), Gross et
places and things al. (2023), Carvache-Franco et al. (2022)
Visiting friends and Welling et al. (2020), D’Urso et al. (2021), Otoo et al. (2020), Nduna et al. (2020),
family Lwoga & Maturo (2020), Moura et al. (2023), Carvache-Franco et al. (2022)
Historic sites visit Tessema (2022). Deng and Jian Li (2019), Welling et al. (2020), Lwoga & Maturo
(2020), Carvache-Franco et al. (2022), Roman et al. (2022)
Source: Authors’ elaboration
Motivation-based Segmentation
Through motivation-based categorization in tourism, different travel goals become apparent that affect tourists'
choices of destinations and experiences. Some people find themselves drawn to places known for their pristine
landscapes and wildlife to enjoy nature that has not undergone modification in any way (Tessema, 2022;
BANIYA, 2022). Some people do it as they wished for unwinding and enjoy quality time with loved ones in a
peaceful environment (Tessema, 2022; BANIYA, 2022; Lwoga & Maturo, 2020). Additionally, tourists look for
accommodation in new places, away from the stresses of their daily lives, to escape (Tessema, 2022; Latorre,
2021). Also, certain visitors go to places with lots of traditional cultures because they miss the cultural life they
had growing up in the country (Tessema, 2022; Gálvez et al., 2020). In addition to the need for entertainment and
cultural immersion, travellers look for places with lively cultural draws and historic sites (Tessema, 2022; Lwoga
& Maturo, 2020). With these motivation-based groups' motivation identification, tourism authorities and
stakeholders can customize their offerings. Hence, it will make tourists happier and make the place more
competitive.

Table 4. Activity-based Segmentation Factors

Accomplished Activities References
Festival enjoying Tessema (2022). Stylidis et al. (2020), BANIYA (2022), Deng and Jian Li
(2019), Chakraborty et al. (2020), Carvache-Franco et al. (2022)

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Engaging in local Tessema (2022). BANIYA (2022), Latorre (2021), Jones (2020), Benevolo and
community-oriented Spinelli (2020), Stylidis et al. (2020), Gálvez et al. (2020), Lwoga & Maturo
activities (2020), Castillo-Canalejo (2020), Carvache-Franco (2019), Nduna et al.
(2020), Deng and Jian Li (2019), Lee and Kim(2023). Roman et al. (2022)
Local Food tasting Tessema (2022). Baniya (2022), Latorre(2021), Jones(2020),Benevolo and
Spinelli (2020),Stylidis et al. (2020), Gálvez et al.(2020), Lwoga & Maturo
(2020), Castillo-Canalejo (2020), Pérez-Priego (2019), Nekmahmud et al
(2021)
Local culture exploring BANIYA (2022), Latorre (2021), Jones (2020), Benevolo and Spinelli (2020),
Stylidis et al. (2020), Gálvez et al.(2020), Lwoga & Maturo (2020), Castillo-
Canalejo (2020),Carvache-Franco (2019),Nduna et al. (2020), Barić et al.
(2016), Deng and Jian Li (2019), Lee and Kim (2023), Moura et al. (2023),
Carvache-Franco et al. (2022), Nekmahmud et al. (2021)
Doing social Benevolo and Spinelli (2020), Lwoga & Maturo (2020), Ponte et al. (2018),
activities/nightlife (disco, Moura et al. (2023)
pub, parties)
Mountain climbing Tessema (2022). Barić et al. (2016), D’Urso et al. (2021), Ponte et al. (2018),
Wengel (2021), POMFRET et al. (2014), Gross et al. (2023), Carvache-Franco
et al. (2022), Roman et al. (2022)
Paragliding Tessema (2022). Barić et al. (2016), Ponte et al. (2018), Gross et al. (2023),
Carvache-Franco et al. (2022), Roman et al. (2022), Nekmahmud et al. (2021)

Climbing Tessema (2022). Barić et al. (2016), Ponte et al. (2018), Wengel (2021),
POMFRET et al. (2014), Carvache-Franco et al. (2022), Roman et al. (2022),
Nekmahmud et al. (2021)
Rafting POMFRET et al. (2014), Gross et al. (2023), Carvache-Franco et al. (2022),
Roman et al. (2022), Nekmahmud et al. (2021)
Kayaking Gross et al. (2023), Carvache-Franco et al. (2022), Roman et al. (2022)
Cave exploration Tessema (2022). Ponte et al. (2018), Wengel (2021), Carvache-Franco et al.
(2022), Roman et al. (2022), Nekmahmud et al. (2021)
Horse riding Tessema (2022). Ponte et al. (2018), Gross et al. (2023), Carvache-Franco et al.
(2022), Nekmahmud et al. (2021)
Hiking Tessema (2022). Jones, (2020), Islam et al. (2017), D’Urso et al. (2021), Ponte
et al. (2018), Wengel (2021), Gross et al. (2023), Carvache-Franco et al. (2022),
Roman et al. (2022), Nekmahmud et al. (2021)
Doing boat trip Tessema (2022). Aliman et al. (2016), Chakraborty et al. (2020), Otoo et al.
(2020), Roman et al. (2022), Nekmahmud et al. (2021)
Diving Benevolo and Spinelli (2020), Hossain (2020), Chakraborty et al. (2020)
Horaira and Devi (2021), Aliman et al. (2016), Gross et al. (2023), Hasan et al.
(2019), Ponte et al. (2018), Wengel (2021), POMFRET et al. (2014), Carvache-
Franco et al. (2022), Roman et al. (2022), Nekmahmud et al. (2021)
Seeing wildlife Jones (2020), Barić et al. (2016), Islam et al. (2017), Otoo et al. (2020), Hossain
(2020), Chakraborty et al. (2020), Ponte et al. (2018), Roman et al. (2022),
Nekmahmud et al. (2021)

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Fishing Deng and Jian Li (2019), Hossain (2020), Otoo et al. (2020), Ponte et al. (2018),
Gross et al. (2023), Carvache-Franco et al. (2022), Roman et al. (2022),
Nekmahmud et al. (2021)
Camping Deng and Jian Li (2019), Horaira and Devi (2021), Ponte et al. (2018), Wengel
(2021), Gross et al. (2023), Carvache-Franco et al. (2022), Roman et al. (2022),
Nekmahmud et al. (2021)
Doing business or work Castillo-Canalejo (2020), Wen & Huang (2019), Islam et al. (2017)
Exploring various Tessema (2022). Carvache-Franco et al. (2022), Roman et al. (2022)
attractions (lakes, islands,
waterfalls, stunning
landscape)
Snorkelling Ponte et al. (2018), Wengel (2021), Gross et al. (2023), Carvache-Franco et al.
(2022), Roman et al. (2022)
Trekking Wengel (2021), Gross et al. (2023), Carvache-Franco et al. (2022), Roman et
al. (2022), Nekmahmud et al. (2021)
Visiting archaeological sites Carvache-Franco et al. (2022), Nekmahmud et al. (2021)
Birdwatching Roman et al. (2022), Carvache-Franco et al. (2022), Gross et al. (2023)
Backpacking Roman et al. (2022), Carvache-Franco et al. (2022),
Source: Authors’ elaboration
Activity-Based Segmentation
Activity-based tourism segmentation in the tourism industry is used for grouping tourists based on their
preferences for activities and experiences. That makes it easier for destination managers to offer experiences to
suit a variety of interests.” Festivals and other cultural attractions are often a major reason why people move to
where they can experience the culture more fully (Tessema, 2022; BANIYA, 2022; Stylidis et al., 2020). These
tourists are drawn to destinations that have vibrant cultural offerings. There, they can join in traditional
celebrations, see performances by local artists and talk to locals to find out more about their customs and
traditions. Enjoying local agricultural practices and community-oriented activities such as sampling local foods
can also help people familiarize themselves with one another to offer real cultural experiences (Tessema, 2022;
Latorre et al., 2021; Jones et al., 2020). According to BANIYA (2022) and Latorre et al. (2021), the key aspect
for people who are interested in learning about different cultures is shopping at local markets, and visiting
historical sites to contact local artists and contribute toward understanding the heritage and way of life of the
destination (Jones et al., 2020). Mountain climbing, paragliding, and hiking are some of the adventure sports that
thrill-seekers enjoy participating in breathtaking natural environments (Tessema, 2022; Barić et al., 2016; Gross
et al., 202ѿ). Nonmarine visitors are attracted to regions with rough terrain and opportunities for outdoor activity.
Along the way, they get to test their minds and their bodies amid jaw-dropping scenery and exhilarating pursuits.
Likewise, the using-motivated travellers, shaped by push and pull forces, might seek related events (eg horseback
riding, cave visits and wildlife watching) that might satisfy their desire for feel and journey (Tessema, 2022; Ponte
et al., 2018; Jones et al., 2020). Such listings let them get back to nature, observe animals in their immediate
habitats and unearth lesser-known treasures that are not easy to reach. This also adds an air of excitement and
mystery to their travels.
3. Results of Bibliometric Analysis

Some graphs and charts have been developed to display what came out of scientific works that were recorded in
scientific research databases. This was performed concerning the bibliometric analysis.

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Figure 2. Country-wise publications

Source: Authors’ articulation based on

the data from the research databases
Figure 2. represents the most articles that have
been found in the United States which implies
that the country is very much aware of the significance of such work. Spain has been found at the following
position among other countries. So, it is evident that the United Kingdom is the best contributor to such an area
in terms of literature.
Figure 3. is the representation of book chapters (5.9%), books (5.3%), and conference papers (3.1%) which were
published during the year 2013 to 2023. It is clear that academicians and researchers are very much interested in
portraying their work in book chapters and conferences to get proper feedback and recommendations regarding
the area of interest. The small number of other document types could mean that these types of files are not utilized
as much for study in this area.
Figure 4. is a representation of the publications made each year on tourist segmentation. Over the years, there
have appeared more and more articles published about tourist segmentation. In the last few years, there has been
an exceptionally sharp rise. Around 20 publications were produced each year between 2012 and 2022, but by
2022, there were over 40 publications each year. It indicates that tourist segmentation is an area of study that is
growing, and researchers from all over the world are becoming more interested in it.

Figure 3. Type of papers published on Segmentation

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Source: Authors’ articulation based on the data from the research databases

Figure 4. Papers published in each year

Source: Authors’ articulation based on the data from the research databases
Figure 5. represents the authors who are interested in assessing the field of segmenting tourists and profiling them.
The major contribution in this field was made by Saayman followed by Kruger and Han. It is a very less explored
field and the authors seem to be very anxious about making clear the data of tourists which can be a very crucial
detail in the development and policymaking in a country's tourism sector.

Figure 5. Authors contribution

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Source: Authors’ articulation based on the data from the research databases
In Figure 6, it can be observed that the Hong Kong Polytechnic University has the highest affiliations with the
papers on segmenting tourists. North-West University and the University of Queensland are the following
institutions that possess affiliation in the same area. So, it is clear that Hong Kong Polytechnic University gives
the field of interest more importance than any other institution.

Figure 6. Affiliations of institutions

Source: Authors’ articulation based on the data from the research databases

Figure 7. Term co-occurrence map

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Source: Output generated from VOSviewer

Figure 7. displays a co-occurrence map generated from the titles and abstracts of the chosen articles. The facts
and text data that were used for making this map. As shown in Figure 7, the most common words linked to tourist
segmenting and profiling were segmentation, motivations, marketing, market segmentation, and cluster analysis.
Even though motives, travel behaviours, and behavioural intentions were all connected to the network, they were
not the most significant terms.
4. Discussion and Conclusion
According to a bibliographical analysis made by this study, researchers can gain useful insights into the trends,
contributions and focus areas of international tourist segmentation & profiling research. For instance, an analysis
of each country's contributions has shown that in developed countries, especially the United States, most of the
work is done. Following behind and way behind come Spain and the UK. Korea's third-ranking may also be
reclaimed by these countries. That developing countries make such low contributions underscores the importance
of this kind of study. In knowledge management terms, these gaps are critical ones which should be filled as
earnestly as possible in tourism markets for the future.
The types of documents studied - journal articles, book chapters and conference papers - show that researchers
work in many different directions towards widely different ends. Trend analysis conducted over the years
meanwhile indicates a markedly increasing interest in the world at large in both understanding and promoting
good tourist behaviour, as shown by the fact that in recent years its increasing publications have taken up each
year on average more than before. The reason for this increase is that segmentation has come to be recognized as
an important means of improving marketing strategy and destination management.
By the appearance of the author's names and the weights displayed on major countries ' nodes in the bibliometric
map, it is easy to see that concentration is the keyword for several top scholars. This produces such institutions
as Hong Kong Polytechnic University and North-West University, with their substantial productivity in this area
even from those places which are under-represented numbers-wise at present can offer lessons on how to fill that
gap all people may have access to knowledge elegant and refined. Quickly their country has more visitors also
increases its reputation as an international tourist destination. All this suggests that numerous viewpoints need to
be integrated into the study of tourism behaviour and habits to deal effectively with its multiple facets.

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Focus on these bibliographical trends and it is clear that developing countries must use such findings (i.e. by
following up on already established truths) to adjust and apply more advanced segmentation strategies. This will
greatly increase the proportion of positive external actions people take as their civilization continues to develop
over time in general terms - good things for their tourism industries yet specifically also because they can learn
how they need different offerings for distinct international clients and get ahead in this way on all these points.e.
means that in terms of travel patterns, if you look mainly at things from the national visitors '
In conclusion, by focusing on these bibliometric trends the discussion highlights the need for developing countries
to apply such insights in order to adjust and put advanced segmentation strategies to work. This would
substantially improve their tourism industries by allowing them to consider the special characteristics of
international visitors who are particularly visiting their country, thus making their productions more competitive
and sustainable
4.1 Limitations and Future Research Recommendations

One of the limitations of this paper is that the current study depends on already published research studies and
literature for data collection and analysis. While systematic reviews provide a detailed summary of the current
available knowledge, they are inherently limited to the quality and coverage of the literature that is on offer. In
some cases, the results may be unreliable or contain errors because there can be holes or discrepancies in already
conducted research. Furthermore, source selection bias may arise due to the inclusion criteria, which is used by
researchers when gathering studies, as studies may be excluded as they do not fit the pre-established criteria.
Another limitation is cultural and regional bias from the studies included in the analysis Differences between
cultures and nations attitudes and behaviours relating to tourism can be significant, and the studies examined in
this narrative review may not capture this heterogeneity in its entirety. As an outcome of this, it is possible that
the findings cannot be generalized to all of the international visitor populations. Therefore, it is crucial to use
caution when extending the findings to particular locations or demographic groups. Furthermore, it is probable
that the segmentation methodologies that are dealt with in this paper—namely, those that are based on activities
and motivations—do not adequately represent the complexity of visitor behaviour. While such approaches deliver
valuable insights with regard to the preferences and motives of travellers, they could neglect other important
variables that can shape a travel decision, such as psychographic variables or socio-cultural influences. Future
research could investigate alternative segmentation frameworks that consider a broader array of criteria, offering
a better-rounded understanding of international tourist behavior.

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