Abstract
This paper addresses the need for a better understanding of why people purchase nature-based tourism activity products as a basis for management decisions. In order to satisfy the tourist's needs, wants and goals, businesses must first understand the tourist's motivations for purchasing such products. A factor-cluster segmentation approach was employed for a survey among members from two of Norway's largest nongovernmental outdoor recreation organisations. Four motivation factors: quality improvement, skill development, new activity and social, and five segments: Want-it-all, Try new activity, Social, Performer and Unexplained were identified. These segments differed in terms of their purchase motivation, socio-demographic characteristics and travelling behaviour. Understanding the differences in these segments will help managers of nature-based tourism businesses to target more profitable segments, develop products that better satisfy the needs in targeted segments, and to develop better market communication.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.