Table 7 Descriptive statistics of three tourist segments and Dunn’s pairwise tests.
From: Segmenting Chinese rural tourist preferences: insights from a choice experiment
Socio-demographic characteristics | Class 1 | Class 2 | Class 3 | Dunn’s tests | |||
|---|---|---|---|---|---|---|---|
Senior Nature Seekers | Young Quality Explorers | Broad-acceptance Experience Pursuers | Class 1 vs Class 2 | Class 1 vs Class 3 | Class 2 vs Class 3 | ||
(12.43%) | (35.03%) | (52.54%) | |||||
Gender (%) | Male | 38.64 | 39.52 | 45.16 | |||
Female | 61.36 | 60.48 | 54.84 | ||||
Age (%) | Low | 11.36 | 91.94 | 53.23 | *** | *** | *** |
High | 88.64 | 8.06 | 46.77 | ||||
Education (%) | Low | 72.73 | 18.55 | 37.63 | *** | *** | *** |
High | 27.27 | 81.45 | 62.37 | ||||
Income (%) | Low | 65.91 | 60.48 | 55.38 | |||
High | 34.09 | 39.52 | 44.62 | ||||
Children (%) | No | 11.36 | 44.35 | 13.98 | *** | *** | |
Yes | 88.64 | 55.65 | 86.02 | ||||
Environmental Awareness (%) | Low | 36.36 | 67.74 | 38.71 | *** | *** | |
High | 63.64 | 32.26 | 61.29 | ||||
Rural Tourism Cognition (%) | Low | 31.82 | 41.94 | 38.17 | |||
High | 68.18 | 58.06 | 61.83 | ||||
Government Promotion (%) | Low | 79.55 | 57.26 | 53.23 | ** | *** | |
High | 20.45 | 42.74 | 46.77 | ||||
