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

Conrado Carrascosa-López, Mauricio Carvache-Franco, José Mondéjar-Jiménez and Wilmer Carvache-Franco
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Conrado Carrascosa-López: Departamento Organización Empresas, Universitat Politècnica de València, 46022 Valencia, Spain
Mauricio Carvache-Franco: Facultad de Turismo y Hotelería, Universidad Espíritu Santo, Samborondón 092301, Ecuador
José Mondéjar-Jiménez: Facultad de Ciencias Sociales, Universidad Castilla La Mancha, 16002 Cuenca, Spain
Wilmer Carvache-Franco: Facultad de Ciencias Sociales y Humanísticas, Escuela Superior Politécnica del Litoral, ESPOL, Guayaquil 09-01-5863, Ecuador

Sustainability, 2021, vol. 13, issue 9, 1-16

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.

Keywords: ecotourism; motivation; segmentation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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