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A Market Segmentation Analysis of Desired Ecotourism Opportunities

G. David TwynamDavid W. RobinsonGreat Lakes Forestry CentreNorthern Forestry Program (Canada)

出版	Great Lakes Forestry Centre, 1997
主題	Travel / Special Interest / Ecotourism
ISBN	06622495349780662249535
URL	http://books.google.com.hk/books?id=FMwsAQAAMAAJ&hl=&source=gbs_api

註釋

The study reported in this document, designed to identify ecotourism opportunities desired by visitors and potential visitors to northern Ontario, was conducted using two surveys. The first focused on summer travellers, visitors to the area, and residents. The second survey (a mail survey) focused on people with an interest in outdoor recreation as indicated by their membership in recreational organizations. Principal components analysis was used to identify different market segments among respondents. The objective of this segmentation was to divide a relatively heterogeneous group of actual and potential ecotourists into more homogeneous groups having similar product and service needs. Segments were identified that show potential demand for ecotourism in northern Ontario, thereby allowing operators and marketers in the tourism industry to identify specific target markets and develop product and service packages that best suit each segment.