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Open AccessCommunication
Forests 2016, 7(5), 92; doi:10.3390/f7050092

A Multidimensional Environmental Value Orientation Approach to Forest Recreation Area Tourism Market Segmentation

Department of Tourism, Shih Hsin University, Taipei 116, Taiwan
Graduate Institute of Sport, Leisure and Hospitality Management, National Taiwan Normal University, Taipei 106, Taiwan
Author to whom correspondence should be addressed.
Academic Editor: Eric J. Jokela
Received: 17 December 2015 / Accepted: 19 April 2016 / Published: 25 April 2016
View Full-Text   |   Download PDF [654 KB, uploaded 25 April 2016]


This paper uses multidimensional environmental value orientations as the segmentation bases for analyzing a natural destination tourism market of the National Forest Recreation Areas in Taiwan. Cluster analyses identify two segments, Acceptance and Conditionality, within 1870 usable observations. Independent sample t test and crosstab analyses are applied to examine these segments’ forest value orientations, sociodemographic features, and service demands. The Acceptance group tends to be potential ecotourists, while still recognizing the commercial value of the natural resources. The Conditionality group may not possess a strong sense of ecotourism, given that its favored services can affect the environment. Overall, this article confirms the use of multidimensional environmental value orientation approaches can generate a comprehensive natural tourist segment comparison that benefits practical management decision making. View Full-Text
Keywords: forest recreation service; forest value orientation; tourist segmentation forest recreation service; forest value orientation; tourist segmentation
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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Wang, C.-P.; Li, C.; Liu, S.-T. A Multidimensional Environmental Value Orientation Approach to Forest Recreation Area Tourism Market Segmentation. Forests 2016, 7, 92.

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