Motivation, Participation, and Preference: A Multi-Segmentation Approach of the Australian Nature Travel Market

The purpose of this study was to develop a typology of nature travelers based on their motivations, activity participation, and destination preferences. A secondary analysis from the Pleasure Travel Market Survey for Australia (1994) was used. The results indicated that the proposed ‘motivation-participation-preference’ multi-segmentation bases could classify Australian nature travel market into six segments. They were ‘Physical Challenge Seekers,’ ‘Family Vacationers,’ ‘Culture & Entertainment Seekers,’ ‘Nature Tourists,’ ‘Escape & Relax Vacationers,’ and ‘Indifferent Travelers.’ Travelers among groups exhibited significant differences in terms of their so-ciodemographics, trip-related characteristics, and travel philosophies. Implications of the findings are discussed.