Paddler market segments: Expanding experience use history segmentation

This study explores the potential of expanding experience use history (EUH) by differentiating paddlers who are apt to travel away from their home to paddle. Using the Recreational and Travel Use History (RTUH) framework, five market segments were developed using data from the 2008 North Carolina Paddle Tourism Study: Enthusiast Travelers, Recreational Travelers, Recreational Hobbyist, Occasionals, and Novices. A new scale was tested to identify what non-paddling experiences paddlers seek on a paddling trip and what issues most concern them on their trip. Four experience factors were identified: Nature, Local Culture, Local Food, and Corporate Chains. Three issue factors were identified: General Safety, Trail Attributes, and Guide/Outfitter concerns. This study expands on the destination management literature by refining the EUH construct and introducing a new scale to measure paddlers’ trip concerns and desired experiences.