Understanding Motivations and Segmentation in Ecotourism Destinations. Application to Natural Parks in Spanish Mediterranean Area

Ecotourism is one of the tourism variants with more annual growth. Motivation has become a fundamental criterion for travel behavior. Segmentation used to identify market niches different products and services. This study collects these three elements designed examine demand segmentation motivations in ecotourism. The analysis was carried out Albufera Serranía de Cuenca Natural Parks, both located Mediterranean area Spain. sample consists 349 surveys obtained situ. For data analysis, factor nonhierarchical K-media were performed. results show eight motivational dimensions: “Interpersonal relationships”, “Self-development”, “Escape”, “Building personal “Nature”, “Ego-defensive function”, “Rewards”, “Fun”. According tourists’ motivations, ecotourist segments are obtained: “Multiple motives”, “Reward Escape”. research can assist companies institutions improve service offers perform efficient marketing planning.