Theoretical backgroundMost tourism research studies have been either destination-specific ortourist-specific. The former have dealt with characteristics of a destina-tion, its development and marketing strategies.* The latter have ex-amined the characteristics or behaviour of tourists visiting a particulardestination.’ Lang I0 classified tourists into seven types, ranging from‘ordinary nature lovers’ to ‘cultural adventure seekers’, while de laBeaumelle” used a list of holiday motivations to segment the Frenchmarket into three major and five minor categories of holiday type.Although the market segmentation studies mentioned above haveprovided valuable insights into the demographic, psychographic, andmedia habits of the traveller segments and their motivations, limited