Segmentation-Based Analysis of Tourism Motivation, Experiential Value, and Tourist Satisfaction: Evidence from Dongzhaigang Mangrove Nature Reserve
Abstract
studies have examined how these relationships vary across distinct tourist segments in mangrove ecotourism destinations. This study addresses this gap by segmenting visitors to Dongzhaigang Mangrove Nature Reserve (DMNR) based on tourism motivation and comparing the relationships between motivation, experiential value, and satisfaction across segments. Using a quantitative approach, 316 valid questionnaires
were collected via on-site surveys, and data were analyzed using cluster analysis, one-way ANOVA, and multi-group structural equation
modeling (SEM). Results identify three distinct tourist segments:Eco-Explorers (42.4%): Motivated by ecological learning and nature exploration;Leisure Seekers (35.4%): Driven by stress relief and casual sightseeing;Cultural Enthusiasts (22.2%): Focused on local fishing culture
and mangrove-related heritage.Multi-group SEM reveals significant differences across segments:For Eco-Explorers, aesthetic and service
value most strongly predict satisfaction;For Leisure Seekers, hedonic and economic value are key drivers of satisfaction;For Cultural Enthusiasts, cultural-themed experiential value (e.g., fishing workshops) has the strongest impact on satisfaction.These findings highlight the need
for segmented marketing strategies in DMNR, such as tailored activities and services for each segment, to maximize overall tourist satisfaction and promote sustainable ecotourism.
Keywords
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DOI: https://doi.org/10.18686/utc.v11i2.269
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