Differentiation of rural summer health tourism for urban elderly: Tourist segmentation based on tourism experience

An increasing number of mountain villages in China are developing rural summer health tourism for the urban elderly (RSHTUE). However, Chinese RSHTUE destination operators provide almost the same services without considering the heterogeneity of RSHTUE tourists. This study classified RSHTUE tourists into four clusters based on their tourism experiences: self-actualizers, health seekers, loneliness relievers, and urban escapees. Chi-square was performed to identify differences in the socio-demographic characteristics among the four clusters. RSHTUE should be developed for differentiation. Results of this study can guide destination managers in accurately identifying segmented tourists and providing tailored services to meet the needs of different tourist segments.