Market Segmentation of Sport Tourism in Cologne City of Germany for Foreign Tourists According to Nationality and Natural-Sport Attractions

Authors

1 M.Sc., Tehran Farhangian University (Nasibeh Campus)

2 Associate Professor, Alzahra University

Abstract

The aim of this study was to segment tourism market of Cologne city (Germany) for foreign tourists based on nationality and natural-sport attractions. A researcher-made questionnaire consisting of 41 questions was used to collect data. After  the validity and reliability, (α = 0.93) of this questionnaire was approved, it was distributed among 300 guest students of Cologne Sport University and foreign participants of short-term training-sport courses in Cologne city (Germany) in a one-year period. 195 questionnaires were returned. Research data were analyzed using factor analysis. The results indicated that three main motivations of tourists were: a suitable banking system coordinated with international banking system, hygienic condition, health and medical services and low prices. Then exploratory factor analysis was used to investigate the target market model. Based on this model, the attractions of winter and mountains sports (11.26% variance), hiking (12.26% variance) and water sports (11.74% variance) were determined as the sport tourism market model for foreign tourists. In addition, the interest of Europeans, Africans, Asians and Pacific nations in tourism market of Cologne city were respectively the attractions of climbing, winter sports, flying and aerial sports, water sports and sport events and competitions. Also, based on the age, the age group of 31-35 had the highest interest in flying and aerial sports (100%) and then hunting and fishing (60%). The age group of 15-29 and 31-35 were interested in winter sports (40%).
 

Keywords

References

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