Motive-based segmentation of international tourists at Gaurishankar Conservation Area, Nepal

Gaurishankar Conservation Area (GCA) is a recently established natural-based protected area in Nepal, which has witnessed an increase in international visitors. To optimize visitor experience, it is essential to examine motivations to visit along with visitors’ characteristics and behavioral dispositions. The purpose of this study was to examine international tourists via a motive-based segmentation approach for GCA. In addition, the study also intended to identify visitor segments’ profile characteristics such as socio-demographic, travel behaviors, satisfaction, loyalty intention, and their willingness to pay for higher entrance fees. Data ( N =121) were collected among international tourists visiting GCA either as a primary destination or as a transit point. Results identified three distinct segments of visitors — ‘local art and culture enthusiast’, ‘escapist’, and ‘nature adventurer.’ Each cluster was different with regards to their socio-demographics, travel behavior, satisfaction, willingness to revisit and recommend, and willingness to pay to support the environment and cultural resources, and local economy. The insights gained from motive-based segmentation can be beneficial to GCA to develop specific products and promotions and incorporate visitor monitoring & management programs.