Combining these concepts of gazee, gazers and the motives of
tourists suggests the framework drawn in Fig. 1. It is also derived
from the work of McKercher and du Cros (2002) and their concept
of purposeful heritage tourists and the theories of serious, enduring
involvement and situational interest (Trauer, 2006). The horizontal
dimension classifies tourists coming to Kanas as having either
a specific interest in the region or viewing it as simply another
holiday destination, albeit one with certain attributes. The distinguishing
features between the two extremes of the continuum
are that the serious tourists would be distinguished by high repeat
rates of visitation and favoured activities, while for other visitors
Kanas would be seen as yet simply another attractive holiday
destination.
The vertical axis is based on the specificity of interest in ethnic
cultural tourism, which ranges from having a holiday specifically in
a region where ethnic minorities are found, to, at the top of the
diagram, selecting a location on the basis of it having several
desirable attributes of which indigeneity is but one. The matrix
creates a simple four cell structure that has implications for
research design and analysis as indicated below in the section
headed research methods.
The framework supports the concept of both clustering tourists
based on psychographic profiles and a suggestion that each cluster
would have different sources of visitor satisfaction.
This leads to a series of propositions, namely:
1) Using psychographics different clusters of tourists will be
found in Kanas, of which only a small proportion will be
primarily driven by an interest in ethnic tourism;
2) Each cluster will derive satisfaction from differing aspects of
their visit experience;
3) Satisfaction is primarily determined by holiday relaxation and
entertainment motives, scenery appreciation and only then,
ethnic interaction.