Market segmentation and consumer motivations in protected natural parks: A study from Spain

There has been an increase in the interest of tourists in the environment and enjoying it in recent years. This research aims to: a) Identify the motivational dimensions in the protected natural parks and b) Analyze the different segments in the protected natural parks. The research was conducted in the Posets-Maladeta protected area in Spain. The sample comprises 422 surveys got in situ. Data analysis involved the execution of factor analysis and non-hierarchical K-means segmentation. The findings suggest the presence of nine motivational dimensions in the protected natural park studied: self-development, interpersonal relationships, security measures, establishing personal bonds, escape, ego-defensive function, nature, entertainment, and rewards. In addition, within this protected natural park is confirmed the presence of two distinct segments: one focused on nature and the other encompassing multiple motives. The results contribute management guidelines for natural park managers for the benefit of communities and visitors. Additionally, this work can serve as a valuable addition to the academic literature concerning ecotourism.