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Market segmentation and consumer motivations in protected natural parks: A study from Spain

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  • Mauricio Carvache-Franco
  • Conrado Carrascosa-López
  • Wilmer Carvache-Franco

Abstract

There has been an increase in the interest of tourists in the environment and enjoying it in recent years. This research aims to: a) Identify the motivational dimensions in the protected natural parks and b) Analyze the different segments in the protected natural parks. The research was conducted in the Posets-Maladeta protected area in Spain. The sample comprises 422 surveys got in situ. Data analysis involved the execution of factor analysis and non-hierarchical K-means segmentation. The findings suggest the presence of nine motivational dimensions in the protected natural park studied: self-development, interpersonal relationships, security measures, establishing personal bonds, escape, ego-defensive function, nature, entertainment, and rewards. In addition, within this protected natural park is confirmed the presence of two distinct segments: one focused on nature and the other encompassing multiple motives. The results contribute management guidelines for natural park managers for the benefit of communities and visitors. Additionally, this work can serve as a valuable addition to the academic literature concerning ecotourism.

Suggested Citation

  • Mauricio Carvache-Franco & Conrado Carrascosa-López & Wilmer Carvache-Franco, 2024. "Market segmentation and consumer motivations in protected natural parks: A study from Spain," PLOS ONE, Public Library of Science, vol. 19(1), pages 1-15, January.
    • Handle: RePEc:plo:pone00:0296199
    DOI: 10.1371/journal.pone.0296199
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    1. Karolina Taczanowska & Luis-Millán González & Xavier García-Massó & Antoni Zięba & Christiane Brandenburg & Andreas Muhar & Maite Pellicer-Chenoll & José-Luis Toca-Herrera, 2019. "Nature-based Tourism or Mass Tourism in Nature? Segmentation of Mountain Protected Area Visitors Using Self-Organizing Maps (SOM)," Sustainability, MDPI, vol. 11(5), pages 1-13, March.
    2. Hultman, Magnus & Kazeminia, Azadeh & Ghasemi, Vahid, 2015. "Intention to visit and willingness to pay premium for ecotourism: The impact of attitude, materialism, and motivation," Journal of Business Research, Elsevier, vol. 68(9), pages 1854-1861.
    3. Mauricio Carvache-Franco & Marival Segarra-Oña & Conrado Carrascosa-López, 2019. "Segmentation by Motivation in Ecotourism: Application to Protected Areas in Guayas, Ecuador," Sustainability, MDPI, vol. 11(1), pages 1-19, January.
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