Who comes to the park and why? A cluster analysis based on serious leisure framework

Understanding the diversity of park visitors is essential for effective planning, programming, and engagement. However, few studies segment users based on their patterns of leisure involvement and identity development. The Serious Leisure Perspective is used in this study to segment visitors to Gatineau Park, Canada according to their demographic characteristics and levels of seriousness in participation. Using two-step cluster analyses, three distinct visitor groups were identified: Casual Park Visitors, Transitional Park Participants, and Park Devotees. Further exploring the diversity within the transitional group, a secondary clustering revealed five subclusters, characterized by varying commitments, demographics, and leisure behaviours. Results demonstrate a progression in leisure involvement and how factors including gender, income, education, and activity preferences influence leisure identity development. In addition to contributing to leisure theory, the study offers practical guidance for park management, programming, and marketing through the lens of the serious leisure framework.