Segmentation by motivation of Hong Kong Global Geopark visitors in relation to sustainable nature-based tourism

Abstract

Individuals’ motivations explain visitors’ tourism decisions, and deciphering innate needs is the bedrock to developing strategies for sustainable management in natural protected areas. Established in 2009, the Hong Kong Global Geopark (HKGP) boasts high-order geological landscapes and features that lure both local and overseas tourists. This is a market segmentation study of HKGP visitors’ motivations; 647 respondents rated the strengths of 27 motivations in a questionnaire survey and also recorded their views on various park aspects. Factor analysis identified three main motivation categories relating to nature ambience, heritage, and social and accessibility aspects. Cluster analysis unearthed five visitor clusters. Nature-seeking escapists, heritage enthusiasts, and want-it-alls were the enthusiastic groups, whereas convenience-oriented socializers and passive visitors were less motivated. Stark contrast in acquisition of geological knowledge and site satisfaction were observed between groups. Modification of site (e.g., map display) and interpretative provisions were suggested to enhance visitor experiences and educational benefits. The notion of upkeeping the HKGP’s natural ambience and integrity of geological heritage is emphasized for a sustainable vision of the study area and natural protected areas as a whole. The findings could inform site and visitor management of geoparks and other protected areas and are applicable to other forms of nature-based tourism.