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Advisor(s)
Abstract(s)
Researching language tourism (where language learning is a primary or secondary motivation
for the trip) is a growing field of interest as the importance of language within tourism
experiences is recognized. Conceptually located at the intersection of cultural, youth, academic,
and educational tourism, past research has focused on the analysis of tourists who travel to
formally learn a language, missing out on an imporrtant number of tourists who travel to learn
a language informally. To overcome this gap in research, cluster analysis of a sample of 1014
formal and informal language tourists was undertaken to segment them based on language related attitudes, beliefs, and travel outcomes. Four clusters of language tourists were
identified, called the Enthusiasts, the Devoted, the Pragmatists, and the Less-Committed. We
propose that two axes are fundamental for characterizing and understanding language tourists,
thus contributing to expand theory on language tourism.
Description
Keywords
Cluster Analysis; Educational Tourism; Language Tourism; Segmentation; Travel Behavior
Pedagogical Context
Citation
Carvalho, I., Ramires, A., & Bakas, F. (2022). Who are the language tourists? A factor-cluster analysis based on language-related attitudes, beliefs, and travel outcomes. International Journal of Tourism Research, 25(1), 150–168. https://doi.org/10.1002/jtr.2559