Outbound tourism – a cluster analysis of Indian travellers based on travel motivation and preferences
Rakesh Belwal, Shweta Belwal, Zoe Morgan, Latifa Al BadiPurpose
This study aims to explore the travel motivations and preferences of Indian outbound tourists, segmented by motivation and sociodemographic traits.
Design/methodology/approach
Using a quantitative research approach, the study administered a structured questionnaire via SurveyMonkey to potential Indian outbound travellers. Exploratory factor analysis (EFA) was used to identify key motivational factors, followed by hierarchical and k-means cluster analyses to derive and validate traveller segments.
Findings
The EFA revealed a five-factor structure comprising culture and heritage; adventure and aquatic activities; business and luxury; affordability and ease; and spatial-cultural proximity. Cluster analysis confirmed four distinct tourist segments: global nature explorers; proximity-conscious discerning explorers; indifferent travellers; and budget-conscious enthusiasts.
Research limitations/implications
These findings are specific to Indian outbound travellers to Oman and reflect market-specific cultural and motivational dynamics. While relevant to parts of the Gulf Cooperation Council, their transferability beyond this context should be interpreted with caution. While the study offers valuable insights, certain methodological limitations may arise from the sampling and analytical approaches used.
Practical implications
This study offers clear, segment-specific guidance for destination marketers, tourism authorities and travel providers by identifying four distinct motivational clusters among Indian outbound travellers, enabling more precise targeting, product tailoring and positioning decisions.
Social implications
Understanding the evolving motivations of outbound travellers carries important social value, as it supports the development of tourism experiences that are more inclusive, culturally sensitive and environmentally responsible. Such motivation-based design encourages cross-cultural respect, fosters social cohesion and ensures that tourism growth contributes positively to local well-being, enabling host nations to reinforce their socio-economic fabric through more equitable and community-centred tourism development.
Originality/value
This study is among the first, to the best of the authors’ knowledge, to cluster Indian tourists based on travel motivations. At a time when India ranks fourth among global tourism spenders, this profiling offers timely insights for destinations seeking to attract Indian outbound travellers.