ECOTOURISM MARKET SEGMENTATION - LUMENS
ECOTOURISM MARKET SEGMENTATION - LUMENS
ECOTOURISM MARKET SEGMENTATION - LUMENS
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Motivation, attitude and behaviour<br />
The ecotourism spectrum<br />
HARD (active, deep)<br />
• Strong environmental<br />
commitment<br />
• Enhancive sustainability<br />
• Specialized trips<br />
• Long trips<br />
• Small groups<br />
• Physically active<br />
• Physical challenge<br />
• No services expected<br />
• Deep interaction with nature<br />
• Emphasis on personal<br />
experience<br />
• Make own travel<br />
arrangements<br />
SOFT (passive, shallow)<br />
• Moderate or superficial<br />
environmental commitment<br />
• Steady state sustainability<br />
• Multi-purpose trips<br />
• Short trips<br />
• Larger groups<br />
• Physically passive<br />
• Physical comfort<br />
• Services expected<br />
• Shallow interaction with nature<br />
• Emphasis on mediation<br />
• Rely on travel agents and tour<br />
operators
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