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An exploration of motives for attending Australian ecotourism locations and their influence on future intentions
conference contribution
posted on 2009-01-01, 00:00 authored by N Hartley, Paul HarrisonPaul HarrisonThis 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.
History
Event
Australian and New Zealand Marketing Academy. Conference (2009 : Melbourne, Vic.)Publisher
Monash UniversityLocation
Melbourne, VictoriaPlace of publication
Melbourne, Vic.Start date
2009-11-30End date
2009-12-02ISBN-10
1863081585Language
engNotes
Reproduced with the specific permission of the copyright owner.Publication classification
E1 Full written paper - refereedCopyright notice
2009, The AuthorsEditor/Contributor(s)
D TojibTitle of proceedings
ANZMAC 2009 : Sustainable Management and Marketing : Australian and New Zealand Marketing Academy ConferenceUsage metrics
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