Identifying Ecotourists in Belize Through Benefit Segmentation: A Preliminary Analysis

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Abstract
Understanding the perceived benefits of nature-based or ecotourism is an important step in providing products usable to the visitor and in developing a sustainable tourism policy. There are few published studies segmenting the nature-based tourism market using a benefit segmentation approach. This study, based on a sample of visitors to Belize, a widely known ecotourism country, identifies tourist segments, based on a multivariate analysis. Ecotourists' comprised less than 20 of the random sample of visitors taken during the tourist season. Ecotourists differed from other segments in terms of social-demographic and trip characteristics, but had similar levels of activity participation. The results suggest several implications for nature-based product promotion and development, and implementation of a sustainable tourism policy.

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