Abstract
The fundamental insight behind marketing segmentation is consumer diversity. Ignoring
digital tourist heterogeneity can disadvantage tourism businesses and destinations. Using a multidimensional
framework, this study segments digital tourists based on their perceptions, preferences,
and motivations for digital marketing. Based on a survey administered to tourists (n=401), findings
revealed two factors, each for perceptions and preferences and one factor for motives as the segmentation
basis. Cluster analysis revealed three segments (the tech-savvy digital tourists, sceptical digital
users, and balanced digital enthusiasts). Through the findings in terms of the identified segments,
the study’s contribution extends the segmentation theory by demonstrating the diversity of digital
tourists, especially in digital engagement and trust in digital marketing, while enriching the understanding
of digital consumer behaviour. The implications include advancing the understanding of
tourist behaviour in the digital era. The study recommends incorporating demographic insights into
digital marketing strategies to enhance tourist engagement and satisfaction.