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The Role of Motivations in the Segmentation of Ecotourism Destinations: A Study from Costa Rica

Author

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  • Mauricio Carvache-Franco

    (Facultad de Turismo y Hotelería, Universidad Espíritu Santo, Samborondón 092301, Ecuador)

  • Wilmer Carvache-Franco

    (Facultad de Ciencias Sociales y Humanísticas, Escuela Superior Politécnica del Litoral, ESPOL, Guayaquil 09015863, Ecuador)

  • Ana Gabriela Víquez-Paniagua

    (Escuela de Administración de Empresas, Instituto Tecnológico de Costa Rica, Cartago 1597050, Costa Rica)

  • Orly Carvache-Franco

    (Facultad de Especialidades Empresariales, Universidad Católica de Santiago de Guayaquil, Guayaquil 090615, Ecuador)

  • Allan Pérez-Orozco

    (Escuela de Administración de Empresas, Instituto Tecnológico de Costa Rica, Cartago 1597050, Costa Rica)

Abstract

In recent years, the interests and motivations of tourists for nature and leisure have increased. The objectives of this study include following: (i) identifying the underlying variables or motivational dimensions in ecotourism; and (ii) analyzing the demand segmentation in ecotourism. This empirical study was conducted in The Arenal National Park and The Caño Negro National Wildlife Refuge in Costa Rica, a country with ecological importance for ecotourism. The sample consisted of 310 surveys obtained in situ. For data analysis, factor analysis and a non-hierarchical K-means segmentation were performed. In the study, seven motivational dimensions in ecotourism were obtained, such as “Self-development”, “Interpersonal relationships and ego-defensive function”, “Nature”, “Building personal relationships”, “Rewards” and “Escape”. Moreover, the characteristics of the different segments are established according to their motivations; thus, there are three segments of ecotourists: “Reward and escape”, “Multiple motives” and “Nature”. The findings of this research provide management guides to public institutions and information for companies for developing products according to demand.

Suggested Citation

  • Mauricio Carvache-Franco & Wilmer Carvache-Franco & Ana Gabriela Víquez-Paniagua & Orly Carvache-Franco & Allan Pérez-Orozco, 2021. "The Role of Motivations in the Segmentation of Ecotourism Destinations: A Study from Costa Rica," Sustainability, MDPI, vol. 13(17), pages 1-18, September.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:17:p:9818-:d:627194
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    References listed on IDEAS

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    1. Hultman, Magnus & Kazeminia, Azadeh & Ghasemi, Vahid, 2015. "Intention to visit and willingness to pay premium for ecotourism: The impact of attitude, materialism, and motivation," Journal of Business Research, Elsevier, vol. 68(9), pages 1854-1861.
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    4. Conrado Carrascosa-López & Mauricio Carvache-Franco & José Mondéjar-Jiménez & Wilmer Carvache-Franco, 2021. "Understanding Motivations and Segmentation in Ecotourism Destinations. Application to Natural Parks in Spanish Mediterranean Area," Sustainability, MDPI, vol. 13(9), pages 1-16, April.
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    Cited by:

    1. Mauricio Carvache-Franco & Conrado Carrascosa-López & Wilmer Carvache-Franco, 2022. "Market Segmentation by Motivations in Ecotourism: Application in the Posets-Maladeta Natural Park, Spain," Sustainability, MDPI, vol. 14(9), pages 1-18, April.
    2. Anca-Gabriela Turtureanu & Rodica Pripoaie & Carmen-Mihaela Cretu & Carmen-Gabriela Sirbu & Emanuel Ştefan Marinescu & Laurentiu-Gabriel Talaghir & Florentina Chițu, 2022. "A Projection Approach of Tourist Circulation under Conditions of Uncertainty," Sustainability, MDPI, vol. 14(4), pages 1-21, February.

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