Motivation-based visitor segmentation in the context of a new governance model for a protected area

Abstract

ABSTRACT Understanding visitor motivations is crucial for developing sustainable tourism strategies in protected areas (PAs). However, the literature often overlooks the role of visitor motivation research in enhancing place-based collaborative governance within PAs. This study focuses on the Alvão Natural Park (PNAL), a mountainous Portuguese PA currently implementing a new co-management model. This represents a significant change, considering that the governance of the PA has shifted from a single state entity to a collaborative model that prioritises tourism as a key factor in local development. This study seeks to address the research gap regarding motivation-based segmentation studies in mountainous natural parks, while exploring the innovative aspects of conducting such a study within the framework of a new governance model. By surveying 351 PNAL visitors, factor analysis revealed four motivational dimensions with emphasis on connection with nature and relaxation. However, cluster analysis identified only one segment primarily motivated by connecting with nature, while the largest segment is motivated by convenience and social environment interactions. The results suggest the importance of involving the local community in governance and decision-making processes, and the need to prioritise ecotourism as a key focal point in PNAL's tourism policies, strategic planning, and development. Our findings contribute to theoretical knowledge and inform policy-making, providing valuable guidance for the successful implementation of co-management in PNAL and potentially other similar PAs.