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French nature-based tourist potentials to norway: who are they?

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Abstract:

Nature-based tourism is perceived as a substantial and growing market for many countries such as Australia, new zealand, and norway. However, despite detailed research into the analysis of motiva- tions and activity preferences of tourists after a tourist experience, little research has been conducted into identifying potential nature-based tourists' destination choice prior to visitation. Knowledge of these previsitation perceptions of a country's nature-based tourism offerings as perceived by these possible tourists is important for market segmentation and targeting purposes and subsequent mar- keting campaigns. The present study outlines a sequential procedure to reveal nature-based tourism potentials to norway followed by an online questionnaire of French residence. A two-step cluster analysis is run to segment tourists by their prechoice motivational preferences (psychographics), number of activities sought (behavioral), age, education, employment, gender, household income, household size, marital status (demographic), and region (geographic). A total of 2,010 French resi- dents who exhibit an interest in nature-based vacations and visiting norway are segmented into three valid groups according to their variations. It is concluded that these segments differ based on the 10 identified variables. As a result of the findings, recommendations are made including utilizing all four segmentation bases to target the three segments. Future research opportunities are also outlined.

Keywords: MARKET SEGMENTATION; MOTIVATION; NATURE-BASED TOURISM; PREFERENCES; TWO-STEP CLUSTER ANALYSIS

Document Type: Research Article

DOI: http://dx.doi.org/10.3727/108354212X13388995267869

Publication date: March 1, 2012

More about this publication?
  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
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