Market Segmentation by Motivations in Ecotourism: Application in the Posets-Maladeta Natural Park, Spain

Environmental awareness and carrying out tourism activities in nature are increasing today. Therefore, the present study has been conducted a natural park, its objectives following: (a) identify motivation of ecotourism; (b) determine segmentation by motivations (c) establish relationship between segments variables satisfaction loyalty such as return, recommendation saying positive things about destination. The was carried Posets-Maladeta Natural Park located Spain, center Pyrenees mountain range. sample consisted 341 surveys obtained situ. To analyze data, exploratory factor analysis, confirmatory analysis nonhierarchical K-means were used. results ecotourism applied to park show seven motivational dimensions: self-development, interpersonal relations, construction personal escape, reward, appreciation ego defense function. also reveal existence three ecotourists: “reward escape”, “nature” “multiple motives”. escape” segment shows highest score variables. will serve development guides for administrators parks elaboration products according demand found.