Segmenting Nature-Based Tourists for Sustainable Management of National and Natural Parks: Evidence from Romania

Nature-based tourism is expanding rapidly, placing new pressures on fragile ecosystems and governance structures that were not designed for the intensity and diversity of today’s visitors. Despite this trend, protected areas face unique management constraints and rapid socio-environmental changes. While motivational segmentation of tourists can provide valuable information to policymakers, this subject remains understudied/under-researched. This study addresses the gap by examining the motivations, behaviours, and attitudes of visitors to Romania’s national and natural parks, using a structured survey (n = 509) and a two-step approach combining dimensionality reduction with visitor segmentation. Principal component analysis (PCA) reveals distinct motivational dimensions related to visitors’ desire for immersion in nature, wildlife observation and learning, active recreation, and social–cultural engagement. Based on these dimensions, three visitor segments emerge through cluster analysis, with significantly different patterns of landscape use, expectations of recreational services, and perceptions of interpretation media. This research provides practical insights for targeted communication, zoning, and adaptive governance and proposes integrating visitor typologies with park management to support sustainable rural development. The findings highlight how a nuanced understanding of tourist segments can inform more effective policy measures that balance recreational demand with the long-term protection of natural and cultural resources, offering practical value for the sustainable development of protected areas, local communities, and other stakeholders.