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Abstract This study examines the perceptions of the potential tourist market to a nature-based resort destination from the gendered perspective. The research reveals that significant gender differences exist about the perceived importance of destination attributes and travel values when potential nature tourists consider destination choices. After controlling for demographic and travel behaviour variables, such as age, marital status, education, household income, preference of price quote and length of stay, most gender differences remain significant. In addition, more significant distinctions between men and women are demonstrated after controlling for age and income level. The study provides insights into gendered perceptions of nature-based tourism settings. Specific marketing implications are discussed in an attempt to successfully attract nature tourists and provide a high-quality nature destination experience. Keywords: destination attributesgendermotivationnature-based tourismvalues Acknowledgement The authors express appreciation to Dr. John Williams and the Mary Moody Northern Endowment, Galveston, Texas. The paper was written based on a larger funded project carried out by M. Uysal and J. Williams. The authors also thank the co-editors and the anonymous reviewers for their helpful comments on earlier drafts of the manuscript.
Meng et al. (Mon,) studied this question.