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Segmenting visitors based on willingness to pay for recreational benefits

Author

Listed:
  • Fernanda Oliveira

    (School of Tourism and Maritime Technology and Tourism Research Group, Polytechnic Institute of Leiria, Portugal)

  • Pedro Pintassilgo

    (Faculty of Economics and Research Centre for Spatial and Organizational Dynamics, University of Algarve, Portugal)

  • Patrícia Pinto

    (Faculty of Economics and Research Centre for Spatial and Organizational Dynamics, University of Algarve, Portugal)

  • Isabel Mendes

    (ISEG School of Economics and Management and CGS – Research in Social Sciences and Management, University of Lisbon, Portugal)

  • João Albino Silva

    (Faculty of Economics and Research Centre for Spatial and Organizational Dynamics, University of Algarve, Portugal)

Abstract

This article uses a criterion-based method to segment visitors in the context of a contingent valuation survey. The National Forest of Leiria, located in central Portugal, is used as case study. Respondents are assigned to segments through a chi-squared automatic interaction detector method according to their willingness to pay for recreational improvements. This method identifies the main socio-economic and behavioural variables that differentiate the segments. The results show that the segment with the largest willingness to pay is formed by visitors who contribute to environmental protection and rate their recreational experience in the forest as very good. Besides these ‘environmentally friendly’ visitors, two other segments show willingness to pay above average: ‘graduates’ and ‘forest neighbours’. The study shows how the rich set of data provided by contingent valuation studies can be used to segment visitors, and therefore to support the planning and management of recreational facilities.

Suggested Citation

  • Fernanda Oliveira & Pedro Pintassilgo & Patrícia Pinto & Isabel Mendes & João Albino Silva, 2017. "Segmenting visitors based on willingness to pay for recreational benefits," Tourism Economics, , vol. 23(3), pages 680-691, May.
    • Handle: RePEc:sae:toueco:v:23:y:2017:i:3:p:680-691
    DOI: 10.5367/te.2015.0526
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    References listed on IDEAS

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