Promoting Ecotourism Among Young People: A Segmentation Strategy

Ecotourism in natural protected areas is receiving growing international recognition as a means to enhance sustainability. Nonetheless, research on ecotourism and, in particular, on young ecotourists segmentation is still scarce. This study aimed at segmenting the market of young tourists using a range of psychosociological factors. First, a sample of 365 young tourists was segmented on the basis of holiday motivations (considered driving factors of attitudes and behaviors). Second, each group identified was characterized by a consistent set of other psychosociological variables, such as personality traits, personal values, general environmental beliefs, and behavioral variables (ecotourism behavioral intentions and consumption habits). The results show that about 80% of the sample would be open to the ecotourism, and different communication strategies for promoting ecotourism for different segments of potential ecotourists are also proposed.