Why Do People Purchase Nature-Based Tourism Activity Products? A Norwegian Case Study of Outdoor Recreation

Abstract

This paper addresses the need for a better understanding of why people purchase nature-based tourism activity products as a basis for management decisions. In order to satisfy the tourist's needs, wants and goals, businesses must first understand the tourist's motivations for purchasing such products. A factor-cluster segmentation approach was employed for a survey among members from two of Norway's largest nongovernmental outdoor recreation organisations. Four motivation factors: quality improvement, skill development, new activity and social, and five segments: Want-it-all, Try new activity, Social, Performer and Unexplained were identified. These segments differed in terms of their purchase motivation, socio-demographic characteristics and travelling behaviour. Understanding the differences in these segments will help managers of nature-based tourism businesses to target more profitable segments, develop products that better satisfy the needs in targeted segments, and to develop better market communication.