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

Understanding Motivations and Segmentation in Ecotourism Destinations. Application to Natural Parks in Spanish Mediterranean Area [ad_1]

Ecotourism is among the tourism variants with extra annual development. Motivation has develop into a basic criterion for journey habits. Segmentation is used to establish the market niches of various tourism merchandise and companies. This examine collects these three parts and is designed to study demand segmentation and motivations in ecotourism. The evaluation was carried out in the Albufera and Serranía de Cuenca Natural Parks, each situated in the Mediterranean space in Spain. The evaluation pattern consists in 349 surveys obtained in situ. For the info evaluation, an element evaluation and nonhierarchical Ok-media segmentation have been carried out. The outcomes present eight motivational dimensions: “Interpersonal relationships”, “Self-development”, “Escape”, “Building personal relationships”, “Nature”, “Ego-defensive function”, “Rewards”, and “Fun”. According to vacationers’ motivations, three ecotourist segments are obtained: “Nature”, “Multiple motives”, and “Reward and Escape”. This analysis can help corporations and establishments to enhance tourism service provides and carry out environment friendly advertising and marketing planning.
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#Understanding #Motivations #Segmentation #Ecotourism #Destinations #Application #Natural #Parks #Spanish #Mediterranean #Area

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