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Understanding the spectrum of soft and hard ecotourists


Yamasaki, M and Dunn, A, Understanding the spectrum of soft and hard ecotourists, Proceedings of the 2105 CAUTHE Conference, February 2-5, 2015, Gold Coast, Australia, pp. 353-362. (2015) [Refereed Conference Paper]

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Despite the traditional assumption that ecotourists are homogenous, recent theoretical and empirical studies have shown that the ecotourism market is heterogeneous. While methodology and terminology used to segment the ecotourism market differs from study to study, most studies contain elements of a soft and hard spectrum of ecotourists. The spectrum of soft and hard ecotourism originally developed by Weaver and Lawton (2001) identifies 10 behaviour based characteristics of ecotourists. The model was developed through behaviour based market segmentation, which differs from other empirical studies of ecotourism market segmentation, which tend to focus on motivations and values. This paper argues that there is a research opportunity in integrating values and motivational factors into the behaviour based model to develop a deeper understanding of ecotourism market segments.

Item Details

Item Type:Refereed Conference Paper
Keywords:soft and hard ecotourism; market segmentation; model of soft and hard
Research Division:Commerce, Management, Tourism and Services
Research Group:Tourism
Research Field:Tourism management
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Yamasaki, M (Ms Mitzi Yamasaki)
UTAS Author:Dunn, A (Dr Alison Dunn)
ID Code:98357
Year Published:2015
Deposited By:TSBE
Deposited On:2015-02-12
Last Modified:2018-03-22

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