Understanding Motivations and Segmentation in Ecotourism Destinations. Application to Natural Parks in Spanish Mediterranean Area

Conrado Carrascosa-López,Wilmer Carvache-Franco,José Mondéjar-Jiménez,Mauricio Carvache-Franco

doi:10.3390/su13094802

Abstract

Ecotourism is one of the tourism variants with more annual growth. Motivation has become a fundamental criterion for travel behavior. Segmentation is used to identify the market niches of different tourism products and services. This study collects these three elements and is designed to examine demand segmentation and motivations in ecotourism. The analysis was carried out in the Albufera and Serranía de Cuenca Natural Parks, both located in the Mediterranean area in Spain. The analysis sample consists in 349 surveys obtained in situ. For the data analysis, a factor analysis and nonhierarchical K-media segmentation were performed. The results show eight motivational dimensions: “Interpersonal relationships”, “Self-development”, “Escape”, “Building personal relationships”, “Nature”, “Ego-defensive function”, “Rewards”, and “Fun”. According to tourists’ motivations, three ecotourist segments are obtained: “Nature”, “Multiple motives”, and “Reward and Escape”. This research can assist companies and institutions to improve tourism service offers and perform efficient marketing planning.

Highlights

IntroductionEcotourism areas have become important destinations, given their effectiveness in environmental protection, environmental education, fun, and job creation [3]
Ecotourism is one of the variants of tourism with more annual growth [1], approximately 5% worldwide, which is a threefold faster growth than tourism in general [2].Ecotourism areas have become important destinations, given their effectiveness in environmental protection, environmental education, fun, and job creation [3]
To achieve the research objective of the present study, a questionnaire was devised with three sections: one containing the socio-demographic and visiting characteristics of with three sections: one containing the socio-demographic and visiting characteristics of the respondents; another showing motivations on a 32-item scale based on a 5-point Likert the respondents; another showing motivations on a 32-item scale based on a 5-point scale, where 1 denotes not much and 5 a lot; a third section with questions about general satisfaction, and intentions to return and recommend the ecotourism destination

Summary

Introduction

Ecotourism areas have become important destinations, given their effectiveness in environmental protection, environmental education, fun, and job creation [3]. Both the environment and nature are the most important reasons for travelling to a nature or ecotourism destination [4,5]. Tourists seek personally enriching experiences, such as contacting local communities, learning about an ecosystem, and participating in the conservation of natural resources [6]. Tourists are increasingly careful with the environment and feel more motivated to seek attractions and activities for their environmental content [5]

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Discussion

Conclusion