Understanding Great Barrier Reef visitors: segmentation according to reef trip benefits

Murphy, Laurie, and Norris, Anne (2005) Understanding Great Barrier Reef visitors: segmentation according to reef trip benefits. Tourism in Marine Environments, 1 (2). pp. 71-87.

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Previous studies of visitors to Australia's Great Barrier Reef (GBR) reveal that, for some, a visit to the reef is an active learning experience, while for others it is merely a chance to relax or socialize in a pleasant natural setting. The aim of this study was to further explore these findings by conducting a detailed benefit-based segmentation study of tourists on commercial tours to the reef. The resulting segments differed with respect to the desired level of active involvement with the reef and the desire for information and learning. Dive Learners (n = 442) exhibited the greatest desire for a hands-on reef learning experience, while Nature Learners (n = 613) showed a preference for a more passive reef learning experience. In contrast, the Nature Relaxers (n = 345) and Nature Family Visitors (n = 411) were more interested in a relaxing and/or social reef experience. Visitor management implications are discussed.

Item ID: 7174
Item Type: Article (Research - C1)
ISSN: 1544-273X
Keywords: benefit segmentation; Great Barrier Reef; marine tourism
Date Deposited: 15 Mar 2010 05:29
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900302 Socio-Cultural Issues in Tourism @ 100%
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