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Market Segment Differences for Campsite Based Trail Users in Protected Areas

Market Segment Differences for Campsite Based Trail Users in Protected Areas. Gary Crilley & Frances Van Ruth. The Research Study. Funded by the CRC for Sustainable Tourism Involved campgrounds in 4 protected areas – 3 in Victoria, 1 in South Australia

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Market Segment Differences for Campsite Based Trail Users in Protected Areas

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  1. Market Segment Differences for Campsite Based Trail Users in Protected Areas Gary Crilley & Frances Van Ruth

  2. The Research Study • Funded by the CRC for Sustainable Tourism • Involved campgrounds in 4 protected areas – 3 in Victoria, 1 in South Australia • Designed to help understand campers’ expectations & perceptions of service quality, benefits desired & attained, and the link between these concepts & behavioural intentions

  3. Methods • CSQ attributes identified through focus groups • Importance & performance of 18 service quality attributes rated on a six-point scale • Desirability & attainment of 5 benefits rated on a six-point scale • Participants recruited in April & May 2003 through a ‘camper service quality’ postcard

  4. Results • 1171 adult questionnaires mailed out • 500 valid responses received • 63 % of household response rate

  5. Activities

  6. Profile of Respondents • 75% stayed in a tent • 66% stayed 1-3 nights • 41% go camping 3 or more times per year • 31% stayed with family • 29% stayed with a school group • 44% tertiary educated

  7. Most Important Service Quality Attributes • six-point scale ranging from 1 ‘disagree to 6 ‘very strongly agree’

  8. Most Desirable Benefits

  9. Significant market segment differences • T-tests and ANOVAs on importance of service quality attributes and desired benefits based on four groupings • school/non school groups • family/non-family lifecycle • frequency of camping trips per year • male/female • Results are statistically significant at p< 0.05

  10. Importance of Service Quality Attributes – school/non-school groups results are statistically significant at p< 0.05

  11. Importance of Service Quality Attributes – family/non-family lifecycle categories results are statistically significant at p< 0.05

  12. Importance of Service Quality Attributes – male/female respondents results are statistically significant at p< 0.05

  13. Importance of Service Quality Attributes – frequency of camping trips results are statistically significant at p< 0.05

  14. Importance of Service Quality Attributes – short walk/long walk respondents results are statistically significant at p< 0.05 School group respondents were excluded from the ‘long walk’ sample due to their significantly different importance ratings.

  15. Desirability of Benefits – school/non-school groups results are statistically significant at p< 0.05

  16. Desirability of Benefits – family/non-family lifecycle categories results are statistically significant at p< 0.05

  17. Desirability of Benefits – male/female results are statistically significant at p< 0.05

  18. Desirability of Benefits – frequency of camping trips per year results are statistically significant at p< 0.05

  19. Level of Recommendation

  20. So what now? • Current similar study of four trails – two urban and two in protected areas • How can we use this information to better deliver the services and benefits important to these different market segments?

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