Market segmentation based on the environmentally responsible behaviors of community‐based tourists: Evidence from Taiwan's community‐based destinations

Abstract

AbstractThis study attempts to identify the profiles of community‐based tourists based on their environmentally responsible behaviors (ERBs) and discusses marketing and managerial strategies for sustainable community‐based tourism (CBT). The findings reveal that tourists can be categorized into four segments based on their ERBs: low‐ERB tourists, high‐ERB tourists, civil action and sustainable tourists, and multi‐ERB tourists. The implications of this paper can be helpful for elucidating tourists' implementation of ERBs and providing different managerial strategies for CBT. The study's findings contribute to the literature by shedding light on previously proposed but unexamined differences in tourists' ERBs in different stages of CBT.