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

Author

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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)

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.

Suggested Citation

  • Conrado Carrascosa-López & Mauricio Carvache-Franco & José Mondéjar-Jiménez & Wilmer Carvache-Franco, 2021. "Understanding Motivations and Segmentation in Ecotourism Destinations. Application to Natural Parks in Spanish Mediterranean Area," Sustainability, MDPI, vol. 13(9), pages 1-16, April.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:9:p:4802-:d:542922
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    References listed on IDEAS

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    Cited by:

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    2. Sai-Leung Ng & Ming-Chien Hsu, 2024. "Motivation-Based Segmentation of Hiking Tourists in Taiwan," Tourism and Hospitality, MDPI, vol. 5(4), pages 1-18, October.
    3. Marcelino Sánchez-Rivero & Juan de la Cruz Sánchez-Domínguez & Mª Cristina Rodríguez-Rangel, 2022. "Estimating the Probability of Visiting a Protected Natural Space and Its Conditioning Factors: The Case of the Monfragüe Biosphere Reserve (Spain)," Land, MDPI, vol. 11(7), pages 1-19, July.
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    5. Mauricio Carvache-Franco & Wilmer Carvache-Franco & Ana Gabriela Víquez-Paniagua & Orly Carvache-Franco & Allan Pérez-Orozco, 2021. "The Role of Motivations in the Segmentation of Ecotourism Destinations: A Study from Costa Rica," Sustainability, MDPI, vol. 13(17), pages 1-18, September.
    6. Maria TĂTĂRUSANU, 2021. "Methods Of Interpretation In The Nature-Based Tourism - A Qualitative Survey," EURINT, Centre for European Studies, Alexandru Ioan Cuza University, vol. 8, pages 165-177, July.
    7. José María López-Sanz & Azucena Penelas-Leguía & Pablo Gutiérrez-Rodríguez & Pedro Cuesta-Valiño, 2021. "Sustainable Development and Rural Tourism in Depopulated Areas," Land, MDPI, vol. 10(9), pages 1-18, September.

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