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Market Segmentation by Motivations of Urban Forest Users and Differences in Perceived Effects

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  • Hyo-Jeong Byun

    (Department of Liberal Arts College, Kyonggi University, Gyeonggi 15442, Korea)

  • Byeong-Cheol Lee

    (Graduate School of Tourism, Event, and Convention Management, Kyonggi University, Seoul 03746, Korea)

  • Donghan Kim

    (Department of Convention and Hotel Management, College of Economics and Business Administration, Hannam University, Deajeon 34430, Korea)

  • Kwang-Hi Park

    (Department of Nursing, Gachon University, Incheon 21936, Korea)

Abstract

The purpose of this study aims at segmenting the urban forest users’ market by motivation and analyzing the difference in perceived effects of urban forests. Based on a literature review, the study selected seven motivating factors of urban forest users: experiential activity, relaxatin/healing, health management, escape from everday life, daily leisure, affinity toward nature. Data were collected online from 21 to 29 Sepember 2020 with urban forest visitors. We analyzed 878 questionnaires received from those with experience of visiting an urban forest within the previous 24 months. We performed a cluster analysis to classify the subjects according to the characteristics of urban forest utilization, and assigned them to four clusters (rest in nature, family leisure, passive participation, and multiple pursuit). An additional analysis was performed to determine intergroup differences, which revealed differences in perceived benefits and healing effects of urban forests as well as satisfaction. The results of this study provide implications for urban forest operation and strategy setup.

Suggested Citation

  • Hyo-Jeong Byun & Byeong-Cheol Lee & Donghan Kim & Kwang-Hi Park, 2021. "Market Segmentation by Motivations of Urban Forest Users and Differences in Perceived Effects," IJERPH, MDPI, vol. 19(1), pages 1-17, December.
    • Handle: RePEc:gam:jijerp:v:19:y:2021:i:1:p:114-:d:709321
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    References listed on IDEAS

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    1. Vujcic, Maja & Tomicevic-Dubljevic, Jelena, 2018. "Urban forest benefits to the younger population: The case study of the city of Belgrade, Serbia," Forest Policy and Economics, Elsevier, vol. 96(C), pages 54-62.
    2. Elizabeth W. Holt & Quinn K. Lombard & Noelle Best & Sara Smiley-Smith & John E. Quinn, 2019. "Active and Passive Use of Green Space, Health, and Well-Being amongst University Students," IJERPH, MDPI, vol. 16(3), pages 1-13, February.
    3. Eva Sahlin & Gunnar Ahlborg & Artur Tenenbaum & Patrik Grahn, 2015. "Using Nature-Based Rehabilitation to Restart a Stalled Process of Rehabilitation in Individuals with Stress-Related Mental Illness," IJERPH, MDPI, vol. 12(2), pages 1-24, February.
    4. Lucy E. Keniger & Kevin J. Gaston & Katherine N. Irvine & Richard A. Fuller, 2013. "What are the Benefits of Interacting with Nature?," IJERPH, MDPI, vol. 10(3), pages 1-23, March.
    5. Kathleen L. Wolf & Sharon T. Lam & Jennifer K. McKeen & Gregory R.A. Richardson & Matilda van den Bosch & Adrina C. Bardekjian, 2020. "Urban Trees and Human Health: A Scoping Review," IJERPH, MDPI, vol. 17(12), pages 1-30, June.
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    Cited by:

    1. Galati, Antonino & Coticchio, Alessandro & Peiró-Signes, Ángel, 2023. "Identifying the factors affecting citizens' willingness to participate in urban forest governance: Evidence from the municipality of Palermo, Italy," Forest Policy and Economics, Elsevier, vol. 155(C).
    2. Kwang-Hi Park, 2022. "Analysis of Urban Forest Healing Program Expected Values, Needs, and Preferred Components in Urban Forest Visitors with Diseases: A Pilot Survey," IJERPH, MDPI, vol. 19(1), pages 1-14, January.

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