A segmentation analysis of participants’ preferences in the selection of an ecotourism-training course

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Abstract

The current study is the first exploratory study of participants’ preferences in selecting an ecotourism-training course. Three hundred and seventy-two completed questionnaires were received from participants in an ecotourism-training programme in Hong Kong. The results illustrate that the participants were primarily concerned with the content of the courses, whereas friends’ recommendations were of minor importance. This empirical finding indicates that the preferences that govern the selection of ecotourism courses are somewhat different from those that govern the selection of other types of vocational or academic training programmes. Three clusters were identified based on the identified participants’ preferences, namely ‘reputation seeking’, ‘good value seeking’, and ‘want-it-all’. These clusters exhibit different demographic characteristics and preferences that can inform training organisations in formulating suitable marketing strategies for targeted groups. Copyright © 2017 Informa UK Limited, trading as Taylor & Francis Group.
Original languageEnglish
Pages (from-to)123-139
JournalJournal of Ecotourism
Volume17
Issue number2
Early online dateMar 2017
DOIs
Publication statusPublished - 2018

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ecotourism
segmentation
training program
reputation
marketing
Hong Kong
Group
analysis
Segmentation
Ecotourism
questionnaire
Values
Training program
programme

Citation

Cheung, L. T. O. (2018). A segmentation analysis of participants’ preferences in the selection of an ecotourism-training course. Journal of Ecotourism, 17(2), 123-139. doi: 10.1080/14724049.2017.1301458

Keywords

  • Ecotourism training
  • Preferences
  • Course selection
  • Vocational training
  • Ecotour guide