Table 3
Motivational segmentation
Factors
Cluster 1: safety seekers
Cluster 2: multiple motives
Destination safety
4.0
4.3
Service safety
4.1
4.5
Novelty and escape
2.6
4.4
Learning and culture
2.5
3.9
Factors
Cluster 1: safety seekers
Cluster 2: multiple motives
Destination safety
4.0
4.3
Service safety
4.1
4.5
Novelty and escape
2.6
4.4
Learning and culture
2.5
3.9
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