Market Segmentation by Motivations in Ecotourism: Application in the Posets-Maladeta Natural Park, Spain

Abstract

Environmental awareness and carrying out tourism activities in nature are increasing today. Therefore, the present study has been conducted in a natural park, and its objectives are the following: (a) identify the motivation of ecotourism; (b) determine the segmentation by motivations of ecotourism; and (c) establish the relationship between the segments and variables of satisfaction and loyalty such as return, recommendation and saying positive things about the destination. The study was carried out in the Posets-Maladeta Natural Park located in Spain, in the center of the Pyrenees mountain range. The sample consisted of 341 surveys obtained in situ. To analyze the data, exploratory factor analysis, confirmatory factor analysis and nonhierarchical segmentation of K-means were used. The results in ecotourism applied to a natural park show seven motivational dimensions: self-development, interpersonal relations, construction of personal relations, escape, reward, appreciation of nature and ego defense function. The results also reveal the existence of three segments of ecotourists: “reward and escape”, “nature” and “multiple motives”. The “reward and escape” segment shows the highest score in satisfaction and loyalty variables. The results will serve as development guides for the administrators of the natural parks and in the elaboration of ecotourism products according to the demand found.

Factors that influence domestic tourists’ decision to visit nature-based tourism destinations in the northern region of Malaysia

“…In addition, novelty is a desire to seek out new and different experiences through pleasure travel as motivated by a need to "experiencing new different things", "introspection", and "experiencing excitement" (Metin, 2019). The same meaning was claimed by Seyitoğlu (2020), Kara & Mkwizu (2020) and Carvache-Franco et al (2022) where the novelty consists of "to see a new place", and "experience new different things" with the addition of "learn more about nature and cultures" and "develop knowledge". This factor is acknowledged as the most preferred factor among the other factors.…”

“…Seyitoğlu (2020), also described the dimensions of travel motivation are "novelty and learning", "socialization", "escape and relaxation", and "self-development". In addition, from the view of Carvache-Franco et. al.…”

“…The presence of natural attractions liberates individuals from urban existence. The most significant factor for the nature portion of the study is appreciating nature which explained that the factors are "to be close to nature" and "to learn about nature (Carvache-Franco et al, 2022). While according to Metin (2019), the factors of return to nature also described "viewing scenery" and "return to nature" as a motive for visitation.…”

“…Based on Crompton (1979), escape is one of the most stated responses motivational was a brief change of surroundings. The study by Carvache-Franco et al (2022), suggests that "get away from daily stress", "get away from crowds of people", "escape routine", and "avoid interpersonal stress" way key in the escape factor. Seyitoğlu (2020) also discovered that a "relax mentally", "get fresher" and "get away from the routine of everyday life" were the factors in escape and relaxation factors.…”

Tourist motivations: Case Tatacoa desert - Colombia

“…However, after the year 2000, and currently, studies on motivation in tourism tend towards comprehensiveness when analyzing the motivating factors. Thus, there have been multiple studies related to the motivation to carry out various types of tourism such as tourism in exotic places [7], attraction tourism [8], rural tourism [9], sports tourism [10], cultural tourism [11], [12], [13], religious tourism [14], ecotourism or ecological tourism [15], [16], [17], [18] gastronomic tourism [19], sun and beach tourism [20], protest tourism [21] and health tourism [22], [23], among others.…”