Segmenting protected area visitors by activities: A case study in Paklenica National Park, Croatia (original) (raw)
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Profiling the segments of visitors to Portuguese protected areas
2010
This study identifies the diversity of domestic visitors to Portuguese protected areas (PPA) based on benefit segmentation. The segments of PPA visitors are also compared with other nature-based tourist segments using some empirical benefit segmentation literature. Data were collected by means of a self-administered questionnaire and multivariate statistics techniques (principal components, hierarchical and K-means cluster analyses) were applied. Five distinct segments of visitors were identified based on the motivation for their visit and further characterized by the perceived importance of activities, facilities and services, frequency of visit and socio-demographics. Three segments are nature-focused and two are focused on activities or events. Only one segment shows specific interests and motivations associated with ecotourism and similar characteristics to international ecotourists; moreover, the reasons for the visit in one segment are unrelated to any of the motivations of nature-based tourism. Some implications for management are also described.
Segmenting protected area visitors based on their motivations
Age, 1995
National parks and other protected areas are popular destinations for people who want to take part in the activities of nature-based leisure, travel and ecotourism. It is essential to understand the nature of park visitors in order to be able to: minimize the impact of increasing visitation to protected areas on park resources; develop effective education programs and public relations; have effective risk management in the protected areas; and create an efficient marketing strategy for the areas. The general aim is to provide a good quality travel experience for visitors in a way that does not harm the natural resources that attract the visitors to the areas in first place.
Visitor segmentation in a mountain national park: the case of Karkonosze National Park in Poland
Studia Periegetica
As the number of people visiting national parks in Poland is constantly growing, it is important to recognise their varying motivations and preferences. This is particularly important in the most popular national parks, such as the National Park in the Karkonosze Mountains (KNP). KNP is visited by two millions tourists annually, which makes it the second most popular national park in Poland. The aim of study was to classify visitors of the national park in terms of their motivation to visit. Three main categories of visitors were identified: leisure seekers, nature lovers and active tourists. The category of leisure seekers was the largest and most diverse with respect to their preferences. Nature lovers knew a lot about the park, especially as regards its geodiversity and its fauna and flora. The number of active visitors keeps growing every year. Active tourism, especially in the KPN, requires advanced equipment and good physical fitness. The findings of the study tourism trends i...
Planning and management for recreational activities in protected areas involves an understanding of many complex factors. Segmentation of recreation demand and of the main physical or sporting activities can contribute to the design of more efficient management strategies, which may help to maintain or significantly enhance satisfaction with the recreation experience, and this in turn could improve the interest in and appreciation of the natural environment. The current study examined the motivations of hikers in three small Natura 2000 protected areas. It establishes a typology or categorization as a contribution to better management based on a survey conducted through on-site personal interviews with a representative sample of 569 hikers. Through an analysis of the principal intervening components by means of cluster analysis, we identified three groups of hikers based on three motivational dimensions: (1) nature-minded hikers, (2) sporting hikers and (3) general-purpose hikers. The most striking results were the significant differences among group variables related to visit behaviour (frequency and duration of visits and number of people per group), previous knowledge (protection status of the areas) and recreational frequentation (trail categories and protected areas visited). A positive correlation between the degree of sympathy for nature and the degree of satisfaction with the recreational experience (including positive evaluation of the public facilities, signposting and services offered) was also observed. The results are discussed in terms of their applicability and implications in hiking management in protected natural areas such as those of Natura 2000.
Tourist typology research in protected areas
2013
Nature tourism is both a dynamic and heterogeneous phenomenon and causes new challenges for protected areas. Therefore, marketing becomes increasingly important for protected areas. A theoretical consideration analyses some nature tourist segmentation approaches to discuss the practicability and benefits of this marketing method for tourism management in protected areas. The necessary connection between tourist segmentation and tourismimpact research is highlighted by a suggested tourist typology.
Journal of Hospitality Marketing & Management, 2014
The pursuit of sustainable tourism may involve development of more facilities in the buffer zones of national parks and other pristine nature areas. Two independent samples of domestic and foreign tourists in Norway were segmented based on expressed preferences for a diversity of new facilities in an alpine national park region, all facilities potentially with different impacts on the natural habitat. One sample was recruited inside the alpine area, the other outside. Post hoc market segmentation was carried out using a combined two-stage hierarchical and nonhierarchical clustering of facility quest factors identified from a set of survey items. We assessed stability of the clusters by comparing independent sample solutions against the pooled sample and further assessing the extent to which the clusters differed with respect to demographic or psychographic characteristics.
It is generally accepted that market segmentation could be considered as accurate, effective, operational and useful to tourism and leisure marketers only when the market segments chosen have certain features and meet particular criteria. Literature suggests that segments must be measurable, substantial, accessible, actionable, and operational. Therefore, these characteristics could be used as the assessment criteria and evaluation factors for the effectiveness of any segmentation. The aim of this paper is to examine whether benefit segmentation is an effective method of subdividing tourism market and a useful method in operational terms. Firstly an evaluation framework encompassing twelve criteria is outlined and suggested. The paper then reports on the findings of a qualitative research applying the method of focus group, within the context of nature-based attractions in South Africa. The research's aim was to empirically examine the effectiveness of benefit/activity-based segmentation. The study's findings, as well as marketing management implications, are discussed.
Assessment of visitors’ perceptions in protected areas through a model-based clustering
Proceedings e report
Protected areas are well-defined geographical spaces that, in view of their recognized, natural, ecological or cultural values, receive protection. They have the twofold mandate of protection of natural resources and providing a space for nature-based tourism activities. In the last years, the nature-based tourism is experiencing positive and sustainable growth worldwide. Understanding the value attached by visitors to their destination and know their assessment on various activities in which they are engaged during their stay is a key element in shaping tourist’s satisfaction. Objective of this research was to identify the profiles of visitors to tourist destinations within Natural Park of Majella (Abruzzo region, Italy) and to assess the link with their satisfaction. The data for this study were collected by means of a structured questionnaire administrated to tourists who visited the sites of the protected area during the last three summer months. A total of 150 valid questionnai...
2013
The pursuit of sustainable tourism may involve development of more facilities in the buffer zones of national parks and other pristine nature areas. Two independent samples of domestic and foreign tourists in Norway were segmented based on their expressed preferences for new facilities in an alpine national park region. The proposed facilities in the survey comprised a diversity of types and sizes, potentially also involving different impacts upon the natural habitat. One sample was recruited in the alpine area while the other was recruited outside the area. The post hoc market segmentation was carried out by a combined two-stage hierarchical and non-hierarchical clustering of facility quest factors, where factors were identified from a relatively large set of items. The stability of the cluster solutions was assessed by comparing independent sample solutions against the pooled sample. Moreover, we assessed the extent to which the segments differed significantly with respect to demo...
eco.mont (Journal on Protected Mountain Areas Research), 2018
Protected areas play a crucial role in the conservation of vulnerable mountain ecosystems, but at the same time they may serve as tourist destinations and attract large numbers of visitors. Areas located in close proximity to cable cars belong to some of the most challenging sites for mountain protected area management. This study focuses on two cable car areas: Kasprowy Wierch (Tatra National Park, Poland) and Skalnaté Pleso (Tatra National Park, Slovakia). Both sites belong to the most heavilyused leisure destinations in the Tatra Mountains. The study focused on the summer, snow-free tourist peak-season, for which there is an ongoing discussion concerning the development of cable car services. In 2014 and 2015, on-site interviews were conducted in the two study areas (n = 3 304). In order to better understand visitors' needs and goals, visitor profiling using K-means clustering was performed. Four distinct segments based on visitor motivations were identified: nature oriented (32 %), family / friends & well-being oriented (23 %), sports oriented (14 %), and a mixed segment with multiple motivations (31 %). The results show that two tourist segments were not particularly interested in nature experience, although they visited protected areas. A significant relationship between motivational segments and trip characteristics was identified. The visitor segments defined can be used practically in the management of cable car destinations located within protected areas. Research