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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ANZMAC 2009 : Sustainable Management and Marketing : Australian and New Zealand Marketing Academy Conference
Australian and New Zealand Marketing Academy Conference
Place of publication
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.
Reproduced with the specific permission of the copyright owner.
Field of Research
150604 Tourism Marketing
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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