The Role of Motivations in the Segmentation of Ecotourism Destinations: A Study from Costa Rica

Abstract

In recent years, the interests and motivations of tourists for nature and leisure have increased. The objectives of this study include following: (i) identifying the underlying variables or motivational dimensions in ecotourism; and (ii) analyzing the demand segmentation in ecotourism. This empirical study was conducted in The Arenal National Park and The Caño Negro National Wildlife Refuge in Costa Rica, a country with ecological importance for ecotourism. The sample consisted of 310 surveys obtained in situ. For data analysis, factor analysis and a non-hierarchical K-means segmentation were performed. In the study, seven motivational dimensions in ecotourism were obtained, such as “Self-development”, “Interpersonal relationships and ego-defensive function”, “Nature”, “Building personal relationships”, “Rewards” and “Escape”. Moreover, the characteristics of the different segments are established according to their motivations; thus, there are three segments of ecotourists: “Reward and escape”, “Multiple motives” and “Nature”. The findings of this research provide management guides to public institutions and information for companies for developing products according to demand.

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

“…Another study found was that of Choi et al [51], with motivations for healing (health and escape), nature, and cohesion, with only one segment (nature) being similar to our study. Carvache-Franco et al [52] found six motivational dimensions: interpersonal relationships and ego-defensive function, self-development, nature, reward, building personal relationships and escape.…”

“…They found that the main tourism motivations were as follows: escape from daily life, relaxation and physical and mental health. Choi et al [51], in a study conducted in Bali, Indonesia, found three motivational dimensions: healing (health and escape), nature and cohesion. In contrast, Carvache-Franco et al [52], in a study conducted in the Arenal Volcano National Park and Caño Negro National Wildlife Refuge, found six motivational dimensions: interpersonal relationships and ego-defensive function, self-development, nature, reward, building personal relationships and escape.…”

“…On the other hand, Choi et al [51], in a study carried out in Bali, Indonesia, identified four groups: general tourists, responsible tourists who seek nature, tourists who seek the cohesion of nature and responsible tourists who seek well-being. Instead, Baniya et al [72], in a study carried out in the Gaurishankar Conservation Area in Nepal, found three segments: local art and culture enthusiasts, nature adventurers, and escapists.…”

The Significance of Motivational Incentives to the Management of Udzungwa Mountain National Park In Kilombero, Tanzania

“…Motivation is a feeling that catalyses and influences someone to do or not to do something. Many studies have discussed the role and travel motivation in tourism literature (Berkman & Gilson, 1978;Gundersen et al,2015;Carvache-Franco et al, 2021). However, none have looked into the role of motivation in the management of the national parks in Tanzania; which is the focus of this paper.…”

A Projection Approach of Tourist Circulation under Conditions of Uncertainty

“…The motivation (vocation, inclination) generate tourist demand, which is always quite personal and subjective, and it is determined by psychological impulses [10] and exogenous factors (environmental influences) [11]. Thus, during the current pandemic, the uncertainty and risk to which a traveler is exposed causes their motivation to travel to decrease in intensity, which influences the dynamics of travel [12]. The changes in tourism motivation are a balance between necessity and satisfaction, with the balance tipping in favor of the latter.…”