Market segmentation in Marketing. A studio in a natural destination

Abstract

In recent years, there has been an increase in tourist interest in the environment and the enjoyment of the natural environment. The objective of this study is: a) Identify the different segments of demand in tourism for natural destinations. The study was carried out in the Posets-Maladeta Natural Park located in Spain. The sample consists of 422 surveys, obtained in situ. For data analysis, factor analysis and non-hierarchical K-means segmentation were performed. The results show the existence of two segments in natural destinations: Nature and Multiple Motives. This research will help public institutions and private companies to improve the tourism offer through specific services that improve the experience of the different segments.