A Multidimensional Environmental Value Orientation Approach to Forest Recreation Area Tourism Market Segmentation

This paper uses multidimensional environmental value orientations as the segmentation bases for analyzing a natural destination tourism market of the National Forest Recreation Areas in Taiwan. Cluster analyses identify two segments, Acceptance and Conditionality, within 1870 usable observations. Independent sample t test and crosstab analyses are applied to examine these segments’ forest value orientations, sociodemographic features, and service demands. The Acceptance group tends to be potential ecotourists, while still recognizing the commercial value of the natural resources. The Conditionality group may not possess a strong sense of ecotourism, given that its favored services can affect the environment. Overall, this article confirms the use of multidimensional environmental value orientation approaches can generate a comprehensive natural tourist segment comparison that benefits practical management decision making.