Visitor segmentation in alpine tourism: Evidence from a survey-based cluster analysis in northern Italy

This study addresses the persistent scarcity of systematic and comparable data on mountain tourism, with particular reference to Northern Italy, as highlighted by FAO/UNWTO reports and recent academic literature. It aims to contribute to this gap by analyzing tourist flows, socio-demographic characteristics, preferences, and behaviors of domestic visitors to the Italian Alps. Data were collected through a survey conducted between December 2023 and January 2024 among 1, 218 residents of Northwest and Northeast Italy and Friuli Venezia Giulia, using a stratified sampling approach. Descriptive statistics and inferential analyses were employed to examine visitation patterns, while K-means clustering was applied to identify distinct segments of mountain tourists based on activity preferences and motivations. Overall, 82.5% of respondents reported visiting Alpine areas. Chi-square tests revealed statistically significant differences in visitation behavior according to age, occupational status, and income. Notably, spiritual activities, such as pilgrimages, elicited levels of interest comparable to those of more traditional mountain sports. The cluster analysis identified three visitor profiles: Active Young Enthusiasts, characterized by high engagement in multiple outdoor activities and motivated by psychological well-being and cultural enrichment; Well-being-Oriented Walkers, preferring low-intensity activities primarily driven by psychological relaxation; and Hiking-Oriented Explorers, exhibiting a strong propensity for mountain excursions associated with high levels of psycho-physical well-being. These findings enhance understanding of the heterogeneous structure of mountain tourism demand in Northern Italy and offer insights relevant to sustainable destination planning and management in Alpine regions.