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

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.