Demographic and Behavioural Segmentation of Tourist at Pilgrimages in Satara of Maharashtra State

Abstract

Paper aims to understand demographic and behavioural tourist segmentation at pilgrimage destinations of Satara district. There are places known for pilgrimage however, 3 well-known destinations viz. Aundh, Wai and Sajjangarh are selected for study. Structured schedule executed to interview 97 tourists at tourist sites. Descriptive and Multivariate statistical tools are used i.e. two step cluster analysis to determine the segmentation. Hypotheses proposed to test viz. There is significant difference among the demographic variable of the sample. ANOVA was used to test the hypothesis. The results show that there is significant difference in the demographic variables available in sample data. Based on demographic variables two clusters were sorted and based on behavioural pattern 2 clusters found at Wai and Sajjangarh and 3 at Aundh. Scale of demographic variable cluster quality is just adequate at all pilgrimage centres. However at behavioural based quality scale is poor at Wai, satisfactory at rest of the destination. Demographic profile denote that majority of tourist come from other than Maharashtra, family tourist, Day visitors, repeaters found more and majority have used personal car to visit the sites.. Friends and relatives reference used to know the site