Market Segmentation by Motivations of Urban Forest Users and Differences in Perceived Effects

Hyo-Jeong Byun, Byeong-Cheol Lee, Donghan Kim and Kwang-Hi Park
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Hyo-Jeong Byun: Department of Liberal Arts College, Kyonggi University, Gyeonggi 15442, Korea
Byeong-Cheol Lee: Graduate School of Tourism, Event, and Convention Management, Kyonggi University, Seoul 03746, Korea
Donghan Kim: Department of Convention and Hotel Management, College of Economics and Business Administration, Hannam University, Deajeon 34430, Korea
Kwang-Hi Park: Department of Nursing, Gachon University, Incheon 21936, Korea

IJERPH, 2021, vol. 19, issue 1, 1-17

Abstract: The purpose of this study aims at segmenting the urban forest users’ market by motivation and analyzing the difference in perceived effects of urban forests. Based on a literature review, the study selected seven motivating factors of urban forest users: experiential activity, relaxatin/healing, health management, escape from everday life, daily leisure, affinity toward nature. Data were collected online from 21 to 29 Sepember 2020 with urban forest visitors. We analyzed 878 questionnaires received from those with experience of visiting an urban forest within the previous 24 months. We performed a cluster analysis to classify the subjects according to the characteristics of urban forest utilization, and assigned them to four clusters (rest in nature, family leisure, passive participation, and multiple pursuit). An additional analysis was performed to determine intergroup differences, which revealed differences in perceived benefits and healing effects of urban forests as well as satisfaction. The results of this study provide implications for urban forest operation and strategy setup.

Keywords: urban forest; perceived effects; market segmentation; motivation (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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