Segmentation by Motivation in Ecotourism: Application to Protected Areas in Guayas, Ecuador

Mauricio Carvache-Franco, Marival Segarra-Oña and Conrado Carrascosa-López
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Mauricio Carvache-Franco: Faculty of Tourism, Universidad Espíritu Santo, Samborondon 092301, Ecuador
Marival Segarra-Oña: Management Department, Universitat Politècnica de Valencia, 7D building, Camino de Vera s/n, 46022 Valencia, Spain
Conrado Carrascosa-López: Management Department, Universitat Politècnica de Valencia, 7D building, Camino de Vera s/n, 46022 Valencia, Spain

Sustainability, 2019, vol. 11, issue 1, 1-19

Abstract: Among tourists, there is recently a growing interest in the environment and enjoying the natural world. This study analyzed the motivations and segmentation of the demand for ecotourism, using functional theory as a reference point. Empirical analysis was carried out in Santay National Recreation Area, Morro Mangrove Wildlife Refuge, and Samanes National Recreation Area. The sample included 382 surveys, obtained in situ using the simple random sampling method. Factorial analysis and non-hierarchical segmentation were performed to analyze the data. The results indicate that there are several motivational dimensions in ecotourism, including self-development, interpersonal relationships and ego-defensive function, building personal relationships, escape reward, and nature appreciation. We also identified three different segments of ecotourists based on their motivations—nature, multiple motives, and reward and escape—as well as the characteristics of the different segments. The present investigation will help public institutions and private companies improve their tourism offerings and develop more efficient marketing plans.

Keywords: segmentation; demand; motivations; ecotourism (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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