MOTIVATIONS ANALYSIS IN ECOTOURISM THROUGH AN EMPIRICAL APPLICATION: SEGMENTATION, CHARACTERISTICS AND MOTIVATIONS OF THE CONSUMER

Geo Journal of Tourism and Geosites

article

Mauricio CARVACHE-FRANCO¹  Marival SEGARRA-OÑA²  Conrado CARRASCOSA-LÓPEZ² 

[1]Espíritu Santo University

[2]Universitat Politècnica de Valencia, Management Department

关键词: Motivations;    Segmentation;    Tourism;    Ecotourism;    Ecuador;   

DOI  :  10.30892/gtg.24106-343

学科分类：社会科学、人文和艺术（综合）

来源: Editura Universitatii din Oradea / University of Oradea Publishing House

【 摘 要 】

In recent years, there has been a growing interest of tourists in the environment and movements directed towards the enjoyment of the natural environment. This study is designed to analyze the motivations and the demand segmentation in ecotourism taking as reference the functional theory. The empirical analysis was carried out in Santay Island National Recreation and Morro Mangrove Refuge in Ecuador. About the data analysis, a factorial analysis and a k-means non-hierarchical segmentation were performed. The results show that there are several motivational factors in ecotourism: “Self-development”, “Interpersonal relationships”, “Building personal relationships and Ego-defensive function”, “Reward”, “Escape”, “Nature appreciation”. There are three segments of ecotourists: “Multiple motives”, “Nature”, and “Reward and Escape”.

【 授权许可】

CC BY-NC-ND