Motive-based segmentation of international tourists at Gaurishankar Conservation Area, Nepal Motive-based segmentation of international tourists at Gaurishankar Conservation Area, Nepal

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Vol18 No.1: 205-218

Title】Motive-based segmentation of international tourists at Gaurishankar Conservation Area, Nepal

Author】Rojan BANIYA1*; Brijesh THAPA2; Ramesh PAUDYAL3;Suman Shree NEUPANE4

Addresses】1Department of Tourism, Hospitality and Event Management, University of Florida, Gainesville, FL 32611-8208, USA; 2 School of Hospitality and Tourism Management, Oklahoma State University, Stillwater, OK 74078, USA; 3 School of Forest Resources and Conservation, University of Florida, Gainesville, FL 32611, USA; 4 Kathmandu Forestry College, Tribhuvan University, Kathmandu 44600, Nepal

Corresponding author】Rojan BANIYA

Citation】BaniyaR, ThapaB, PaudyalR, Neupane SS (2021) Motive-based segmentation of international tourists at Gaurishankar Conservation Area, Nepal. Journal of Mountain Science18(1). https://doi.org/10.1007/s11629-020-6179-z

DOI】https://doi.org/10.1007/s11629-020-6179-z

Abstract】Gaurishankar Conservation Area (GCA) is a recently established natural-based protected area in Nepal, which has witnessed an increase in international visitors. To optimize visitor experience, it is essential to examine motivations to visit along with visitors' characteristics and behavioral dispositions. The purpose of this study was to examine international tourists via a motive-based segmentation approach for GCA. In addition, the study also intended to identify visitor segments' profile characteristics such as socio-demographic, travel behaviors, satisfaction, loyalty intention, and their willingness to pay for higher entrance fees. Data (N=121) were collected among international tourists visiting GCA either as a primary destination or as a transit point. Results identified three distinct segments of visitors – ‘local art and culture enthusiast', ‘escapist', and ‘nature adventurer.' Each cluster was different with regards to their socio-demographics, travel behavior, satisfaction, willingness to revisit and recommend, and willingness to pay to support the environment and cultural resources, and local economy. The insights gained from motive-based segmentation can be beneficial to GCA to develop specific products and promotions and incorporate visitor monitoring & management programs.

Keywords】Nature-based tourism;Parks;Protected areas;Motivations;Motive-based segmentation;Visitor management