Segmenting Fishing Markets Using Motivations

by Yeong Nain Chi

Abstract:
Using data collected from the 2004 Louisiana Red River Fishing Survey, this research examined respondents’ answers to nineteen statements regarding the reasons why people fish to discern patterns in individuals’ preferences, and to classify groups exhibiting common patterns of responses. These statements were condensed into four dimensions using the principal components analysis. Empirical results based on the K-means cluster analysis identified three groups of respondents. Statistical tests were conducted to identify significant differences among the clusters. Results of this study provide insight into the understanding of fishing motivations and determinants among angler groups for fishing tourism planning and management purposes.