Understanding Motivations and Segmentation in Ecotourism Destinations. Application to Natural Parks in Spanish Mediterranean Area
Abstract
:1. Introduction
2. Literature Review
2.1. Motivations in Ecotourism
2.2. Segmentation in Ecotourism
3. Study Area
3.1. The Albufera Natural Park
- -
- the sand barrier, which separates the lake from the sea;
- -
- the Albufera Lake, for its high ecological, economic, and landscape value;
- -
- the paddy field, which occupies two thirds of this park’s total area.
3.2. The Serranía de Cuenca Natural Park
4. Methodology
5. Results
5.1. Motivations in Ecotourism
5.2. Motivation Segmentation
5.3. Relation of Segments with Socio-Demographic Variables
5.4. Relation of Segments with Satisfaction and Loyalty
6. Discussion
7. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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Geographic Area | The Albufera and Serranía de Cuenca Natural Parks (Spain) |
---|---|
Population | National and foreign visitors |
Completion time | May to July 2019 |
Process | The Convenience Sampling Method |
Confidence level | 95% |
Error range | +/−5% |
Valid questionnaires | 349 |
Demographics | Categories | n | % |
---|---|---|---|
Origin | National | 36 | 10.3 |
Foreign | 313 | 89.7 | |
Gender | Male | 163 | 46.7 |
Female | 186 | 53.3 | |
Age | <20 years old | 30 | 8.6 |
20–29 | 82 | 23.5 | |
30–39 | 114 | 32.7 | |
40–49 | 12 | 3.4 | |
50–59 | 65 | 18.6 | |
>59 years old | 46 | 13.2 | |
Level of education | Primary | 18 | 5.2 |
Secondary | 114 | 32.7 | |
University | 160 | 45.8 | |
Postgraduate/Master’s/PhD | 57 | 16.3 | |
Professional activity | Student | 55 | 15.8 |
Researcher/scientist | 21 | 6.0 | |
Businessman | 5 | 1.4 | |
Private employee | 110 | 31.5 | |
Public employee | 78 | 22.3 | |
Housework | 10 | 2.9 | |
Unemployed | 13 | 3.7 | |
Retired | 31 | 8.9 | |
Autonomous | 18 | 5.2 | |
Other | 8 | 2.3 |
Factor | Factor Loading | Eigenvalue | Variance Explained (%) | Cronbach’s α |
---|---|---|---|---|
Self-development | 11.48 | 35.87 | 0.92 | |
To have a chance to get to know myself better | 0.769 | |||
To gain a new perspective in life. | 0.752 | |||
To gain a sense of self-confidence | 0.745 | |||
To know what I am capable of | 0.740 | |||
To understand more about myself | 0.689 | |||
To be independent | 0.647 | |||
To feel inner harmony/peace | 0.630 | |||
To think about good times, I have had in the past. | 0.557 | |||
To find my destiny | 0.517 | |||
Interpersonal relationships | 2.60 | 8.13 | 0.81 | |
To feel that I belong | 0.718 | |||
To strengthen relationships with my family | 0.685 | |||
To reflect on past memories | 0.685 | |||
To reminisce about my parents’ times | 0.623 | |||
To contact family/friends who live elsewhere | 0.611 | |||
Escape | 2.06 | 6.45 | 0.86 | |
To get away from daily stress | 0.848 | |||
To escape routine | 0.828 | |||
To get away from crowds of people | 0.784 | |||
To avoid interpersonal stress | 0.625 | |||
Building personal relationships | 1.70 | 5.30 | 0.86 | |
To meet people with similar interests | 0.797 | |||
To meet new people | 0.773 | |||
To meet the locals | 0.739 | |||
To be with others if I need them | 0.564 | |||
Ego-defensive function | 1.44 | 4.49 | 0.86 | |
To follow current events | 0.794 | |||
To join social discussion | 0.788 | |||
To join people’s interest | 0.704 | |||
Nature | 1.40 | 4.39 | 0.84 | |
To better appreciate nature | 0.895 | |||
To be close to nature | 0.883 | |||
To learn about nature | 0.799 | |||
Rewards | 1.11 | 3.47 | 0.80 | |
To explore the unknown | 0.857 | |||
To experience new things | 0.833 | |||
Fun | 1.04 | 3.25 | 0.69 | |
To have fun | 0.867 | |||
To acquire fond memories | 0.784 | |||
Total extracted variance (%) | 71.34 | |||
Cronbach’s α for all items | 0.940 |
Variables | Multiple Motives | Nature | Reward and Escape | H-Kruskal Wallis | Mann–Whitney U | |
---|---|---|---|---|---|---|
1 | 2 | 3 | χ2 | Sig. | Sig. | |
Nature | ||||||
To better appreciate nature | 4.7 | 4.5 | 4.5 | 9.915 | 0.007 | 1–2.1–3 |
To be close to nature | 4.7 | 4.4 | 4.5 | 9.078 | 0.011 | 1–2.1–3 |
To learn about nature | 4.5 | 4.1 | 4.2 | 12.600 | 0.002 | 1–2.1–3 |
Rewards | ||||||
To explore the unknown | 4.4 | 3.8 | 4.0 | 17.521 | 0.000 | 1–2.1–3 |
To experience new things | 4.5 | 3.6 | 3.9 | 30.242 | 0.000 | 1–2.1–3 |
Fun | ||||||
To have fun | 4.5 | 3.9 | 4.1 | 15.701 | 0.000 | 1–2.1–3 |
To acquire fond memories | 4.7 | 4.0 | 4.3 | 27.765 | 0.000 | 1–2.1–3 |
Escape | ||||||
To get away from daily stress | 4.7 | 2.9 | 4.4 | 136.132 | 0.000 | 1–2.2–3.1–3 |
To escape routine | 4.6 | 3.4 | 4.4 | 77.444 | 0.000 | 1–2.2–3.1–3 |
To get away from crowds of people | 4.4 | 2.9 | 4.0 | 87.810 | 0.000 | 1–2.2–3.1–3 |
To avoid interpersonal stress | 4.5 | 2.2 | 3.4 | 135.680 | 0.000 | 1–2.2–3.1–3 |
Self-development | ||||||
To have a chance to get to know myself better | 4.0 | 1.7 | 2.7 | 156.722 | 0.000 | 1–2.2–3.1–3 |
To gain a new perspective of life | 4.2 | 2.1 | 3.1 | 123.780 | 0.000 | 1–2.2–3.1–3 |
To gain a sense of self-confidence | 4.2 | 1.7 | 2.8 | 174.803 | 0.000 | 1–2.2–3.1–3 |
To know what I am capable of | 4.2 | 1.8 | 3.0 | 162.900 | 0.000 | 1–2.2–3.1–3 |
To understand more about myself | 4.3 | 1.9 | 3.0 | 172.352 | 0.000 | 1–2.2–3.1–3 |
To be independent | 4.1 | 1.9 | 3.1 | 131.012 | 0.000 | 1–2.2–3.1–3 |
To feel inner harmony/peace | 4.7 | 2.8 | 3.9 | 119.825 | 0.000 | 1–2.2–3.1–3 |
To think about the good times I have had in the past | 4.2 | 1.7 | 2.6 | 147.614 | 0.000 | 1–2.2–3.1–3 |
To find my destiny | 4.0 | 1.4 | 2.5 | 178.432 | 0.000 | 1–2.2–3.1–3 |
Interpersonal relationships | ||||||
To feel that I belong | 3.4 | 1.6 | 2.1 | 100.877 | 0.000 | 1–2.2–3.1–3 |
To strengthen relationships with family | 4.1 | 2.4 | 3.0 | 73.000 | 0.000 | 1–2.2–3.1–3 |
To reflect on past memories | 4.1 | 1.6 | 2.4 | 156.921 | 0.000 | 1–2.2–3.1–3 |
To reminisce about my parents’ times | 4.0 | 1.6 | 2.4 | 140.848 | 0.000 | 1–2.2–3.1–3 |
To contact family/friends who live elsewhere | 3.4 | 1.5 | 2.3 | 93.502 | 0.000 | 1–2.2–3.1–3 |
Building personal relationships | ||||||
To meet people with similar interests | 3.8 | 1.8 | 2.6 | 111.310 | 0.000 | 1–2.2–3.1–3 |
To meet new people | 3.5 | 1.8 | 2.6 | 88.397 | 0.000 | 1–2.2–3.1–3 |
To meet the locals | 3.9 | 2.3 | 3.1 | 82.994 | 0.000 | 1–2.2–3.1–3 |
To be with others if I need them | 3.6 | 1.6 | 2.4 | 124.872 | 0.000 | 1–2.2–3.1–3 |
Ego-defensive function | ||||||
To follow current events | 3.8 | 1.7 | 2.7 | 120.309 | 0.000 | 1–2.2–3.1–3 |
To join social discussion | 3.6 | 1.6 | 2.6 | 120.469 | 0.000 | 1–2.2–3.1–3 |
To join people’s interests | 4.1 | 2.0 | 3.1 | 135.347 | 0.000 | 1–2.2–3.1–3 |
Variables | Multiple Motives | Nature | Reward and Escape | χ2 | Sig. |
---|---|---|---|---|---|
1 | 2 | 3 | |||
Overall satisfaction | 4.65 | 4.06 | 4.36 | 47.944 | 0.000 |
I intend to come back to this protected area | 4.36 | 3.57 | 4.13 | 34.053 | 0.000 |
I intend to recommend this protected area | 4.69 | 4.21 | 4.50 | 27.933 | 0.000 |
When I talk about this protected area, I intend to say positive things. | 4.79 | 4.34 | 4.59 | 25.445 | 0.000 |
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Carrascosa-López, C.; Carvache-Franco, M.; Mondéjar-Jiménez, J.; Carvache-Franco, W. Understanding Motivations and Segmentation in Ecotourism Destinations. Application to Natural Parks in Spanish Mediterranean Area. Sustainability 2021, 13, 4802. https://doi.org/10.3390/su13094802
Carrascosa-López C, Carvache-Franco M, Mondéjar-Jiménez J, Carvache-Franco W. Understanding Motivations and Segmentation in Ecotourism Destinations. Application to Natural Parks in Spanish Mediterranean Area. Sustainability. 2021; 13(9):4802. https://doi.org/10.3390/su13094802
Chicago/Turabian StyleCarrascosa-López, Conrado, Mauricio Carvache-Franco, José Mondéjar-Jiménez, and Wilmer Carvache-Franco. 2021. "Understanding Motivations and Segmentation in Ecotourism Destinations. Application to Natural Parks in Spanish Mediterranean Area" Sustainability 13, no. 9: 4802. https://doi.org/10.3390/su13094802