Segmentation and motivations in eco-tourism: The case of a coastal national park

Abstract

In recent years, there has been growing tourist interest in the environment and enjoyment of the natural environment, prompting ecotourism to grow more rapidly than conventional tourism. This study analyses the motivations for, and segmentation of, the demand for ecotourism based on functional theory. Fieldwork was conducted in Machalilla National Park in Ecuador, a protected coastal area where one of the main attractions is the opportunity to see humpback whales. The study sample consists of 386 questionnaire responses, obtained in situ for convenience. The data were analysed using factor analysis and non-hierarchical segmentation. The results show that there are several dimensions to the motivation for ecotourism: ‘self-development’, ‘interpersonal relationships and ego-defensive function’, ‘building personal relationships’, ‘escape’, ‘nature appreciation’ and ‘reward’. Ecotourists were also segmented based on their motivations; three segments were uncovered: ‘nature’, ‘reward and escape’ and ‘multiple motives’. This study should enable public institutions and private companies to improve their tourist offerings, benefit the destination and develop a more effective marketing strategy.