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  • Overnight ecotourism market segmentation in the Gold Coast hinterland of Australia

    Author(s)
    Lawton, Laura Jane
    Weaver, David Bruce
    Griffith University Author(s)
    Weaver, David B.
    Lawton, Laura J.
    Year published
    2002
    Metadata
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    Abstract
    Very little is known about the characteristics of overnight ecolodge patrons. This study reports on the results of a questionnaire that was completed by 1,180 individuals who had stayed at least one night in either of two well-known ecolodges in Lamington National Park, Australia. A cluster analysis on 37 items pertaining to ecotourism behavior revealed three distinct groups. “Harder” ecotourists reflect a high level of environmental commitment and affinities with wildernesstype experiences, while “softer” ecotourists are much less committed on either dimension. “Structured” ecotourists, by comparison, reveal a strong pattern ...
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    Very little is known about the characteristics of overnight ecolodge patrons. This study reports on the results of a questionnaire that was completed by 1,180 individuals who had stayed at least one night in either of two well-known ecolodges in Lamington National Park, Australia. A cluster analysis on 37 items pertaining to ecotourism behavior revealed three distinct groups. “Harder” ecotourists reflect a high level of environmental commitment and affinities with wildernesstype experiences, while “softer” ecotourists are much less committed on either dimension. “Structured” ecotourists, by comparison, reveal a strong pattern of commitment but a level of desire for interpretation, escorted tours, and services/facilities that is usually more associated with masstourism. The marketing implications of these findings are considered.
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    Journal Title
    Journal of Travel Research
    Volume
    40
    Issue
    3
    DOI
    https://doi.org/10.1177/004728750204000305
    Subject
    Commercial Services
    Marketing
    Tourism
    Publication URI
    http://hdl.handle.net/10072/59976
    Collection
    • Journal articles

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    • Gold Coast
    • Logan
    • Brisbane - Queensland, Australia
    First Peoples of Australia
    • Aboriginal
    • Torres Strait Islander