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Perception differences among visitor groups: The case of horse-attraction versus other-attraction tourist markets in Lexington, Kentucky

omotayo{at}uky.edu

This study segments a tourist market by horse-related visitors and non-horse-related visitors versus in-state and out-of-state visitors. It further tests the utility of various visitor characteristics in differentiating visitor markets for a destination. The results indicate that demographic characteristics were not substantially different for all visitor groups. However, most travel-related aspects of visitors’ trips differed between horse-related-attraction versus non-horse-related-attraction visitor groups.

Key Words: Lexington • Kentucky • demographics • horse attraction • segmentation • tourism

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