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

1
Department of Tourism, Shih Hsin University, Taipei 116, Taiwan
2
Graduate Institute of Sport, Leisure and Hospitality Management, National Taiwan Normal University, Taipei 106, Taiwan
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Author to whom correspondence should be addressed.
Academic Editor: Eric J. Jokela
Forests 2016, 7(5), 92; https://doi.org/10.3390/f7050092
Received: 17 December 2015 / Accepted: 19 April 2016 / Published: 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
MDPI and ACS Style

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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