Motivation-Based Segmentation of Visitors to a UNESCO Global Geopark

Abstract Given the sustained growth that Geotourism has experienced worldwide, it is crucial to gain a better understanding of geotourists. Therefore, this study aims examine visitors’ motivations for visiting geoparks, segment them accordingly, and characterize each segment. An online questionnaire was developed collect information from visitors Arouca Geopark—UNESCO Global Geopark completed by 607 who had visited park at least once. Respondents were asked about their using 18 items combined into five dimensions through exploratory factor analysis. These ( Escape, Relaxation Enjoyment , Novelty Seeking Nature Knowledge Socialization Sports Adrenaline ) basis cluster analysis revealed four segments visitors: Want All Geotourists (representing 27% sample), have highest levels all motivations; True (19.9%) which on three typically define geotourist: nature/adventure, knowledge seeking, socialization; Sensation Seekers (34.4%) whose strongest sports/adrenaline escape routine; Accidental (18.6%) scored lowest are motivated essentially routine nature/adventure. then further profiled based other variables such as age, gender, satisfaction, quality experience. The segmentation description found in provide typology management places.