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An exploration of motives for attending Australian ecotourism locations and their influence on future intentions

Hartley, Nicole and Harrison, Paul 2009, An exploration of motives for attending Australian ecotourism locations and their influence on future intentions, in ANZMAC 2009 : Sustainable Management and Marketing : Australian and New Zealand Marketing Academy Conference, Monash University, Melbourne, Vic..

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Title An exploration of motives for attending Australian ecotourism locations and their influence on future intentions
Author(s) Hartley, Nicole
Harrison, Paul
Conference name Australian and New Zealand Marketing Academy. Conference (2009 : Melbourne, Vic.)
Conference location Melbourne, Victoria
Conference dates 30 November - 2 December, 2009
Title of proceedings ANZMAC 2009 : Sustainable Management and Marketing : Australian and New Zealand Marketing Academy Conference
Editor(s) Tojib, Dewi
Publication date 2009
Conference series Australian and New Zealand Marketing Academy Conference
Publisher Monash University
Place of publication Melbourne, Vic.
Summary This paper sought to explore the push [internal] motivations of eco-tourists and the influence of these motivational drives on their future ecotourism intentions. Findings from this exploratory study identified five key internal motivations, namely, 'self-esteem', 'relaxation', 'social interaction', 'self-fulfilment' and 'thrill and excitement'. Further analysis identified that 'self-esteem', elaxation' and 'self-fulfilment' motives were significantly related to ecotourist's intention to volunteer as well as their intention to donate money to an eco-tourism destination. Additionally, 'self-fulfilment' and 'thrill and excitement' motives were identified as impacting upon eco-tourists’ future attendance intentions. Consequently, findings from this research provide eco-tourism operators with insight into eco-tourist motivations to inform product and brand development and promotional activities and assist in the ongoing development effective eco-tourist retention strategies.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 1863081585
Language eng
Field of Research 150604 Tourism Marketing
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2009, The Authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30024194

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.