Research on Market Segmentation of Tourism Highway Travelers Based on Travel Behavior

With the arrival of the era of mass tourism, tourism highway have become an important carrier for promoting the integrated development of transportation and tourism. This paper takes the Jilin section of the G331 highway as an example and conducted a questionnaire survey on 222 tourists. Using exploratory factor analysis, five common factors of tourist motivations were extracted: leisure and relaxation, return to nature, exploration and trial, socializing, and knowledge-seeking. Based on this, cluster analysis was conducted, yielding four main groups: self-improvement type, ecological nature type, novelty-seeking type, and dual-goal-seeking type. It was found that different types of tourists vary in the number of companions, residence, and transportation characteristics. These findings contribute to a deeper analysis of the tourist market for tourism highway, providing a theoretical reference for the practical management of tourism highway.