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Article

Understanding Motivations and Segmentation in Ecotourism Destinations. Application to Natural Parks in Spanish Mediterranean Area

1
Departamento Organización Empresas, Universitat Politècnica de València, 46022 Valencia, Spain
2
Facultad de Turismo y Hotelería, Universidad Espíritu Santo, Samborondón 092301, Ecuador
3
Facultad de Ciencias Sociales, Universidad Castilla La Mancha, 16002 Cuenca, Spain
4
Facultad de Ciencias Sociales y Humanísticas, Escuela Superior Politécnica del Litoral, ESPOL, Guayaquil 09-01-5863, Ecuador
*
Author to whom correspondence should be addressed.
Academic Editors: Roberta Sisto, Giulio Mario Cappelletti, Edgardo Sica and Piervito Bianchi
Sustainability 2021, 13(9), 4802; https://doi.org/10.3390/su13094802
Received: 7 April 2021 / Revised: 21 April 2021 / Accepted: 21 April 2021 / Published: 25 April 2021
(This article belongs to the Special Issue Accessible Tourism in Protected Natural Areas (PNAs))
Ecotourism is one of the tourism variants with more annual growth. Motivation has become a fundamental criterion for travel behavior. Segmentation is used to identify the market niches of different tourism products and services. This study collects these three elements and is designed to examine demand segmentation and motivations in ecotourism. The analysis was carried out in the Albufera and Serranía de Cuenca Natural Parks, both located in the Mediterranean area in Spain. The analysis sample consists in 349 surveys obtained in situ. For the data analysis, a factor analysis and nonhierarchical K-media segmentation were performed. The results show eight motivational dimensions: “Interpersonal relationships”, “Self-development”, “Escape”, “Building personal relationships”, “Nature”, “Ego-defensive function”, “Rewards”, and “Fun”. According to tourists’ motivations, three ecotourist segments are obtained: “Nature”, “Multiple motives”, and “Reward and Escape”. This research can assist companies and institutions to improve tourism service offers and perform efficient marketing planning. View Full-Text
Keywords: ecotourism; motivation; segmentation ecotourism; motivation; segmentation
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MDPI and ACS Style

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

AMA Style

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 Style

Carrascosa-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

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