Consumer behavior and Segmentation in natural park Marketing

Abstract

In recent years, tourists' interest in nature-based experiences and environmental conservation has been increasing. This study aims to analyze travelers' motivations and segment demand within ecotourism. The research was conducted in two protected areas in Spain: Albufera Natural Park and Serranía de Cuenca Natural Park. A total of 349 face-to-face surveys were conducted. For data processing, factor analysis was applied along with a non-hierarchical segmentation using the K-means method. The findings reveal the existence of eight motivational dimensions in ecotourism: "Personal Development," "Interpersonal Relationships," "Escape," "Building Personal Relationships," "Ego-Defensive Function," "Nature," "Rewards," and "Fun." Additionally, ecotourists were classified into three segments based on their primary motivations: "Multiple Motives," "Nature," and "Reward and Escape." These results may be useful for both public institutions and private companies to optimize the tourism offer, implement sustainable strategies, and design more effective marketing plans.