Development of a Whole Agency Approach to Market Segmentation in Parks

Abstract

Park agencies must plan to accommodate a diversity of visitors in order to satisfy visitor expectations and encourage future visitation. This study applies a market segmentation approach to develop a visitor typology that is effective across a broad spectrum of parks and applicable to a range of priorities, both strategic and operational, within park management agencies. Over a four-year period, data was sourced from over 11,000 interviews conducted at 33 diverse Australian national and metropolitan parks managed by the agency Parks Victoria. Factor analysis and cluster analysis was used to identify seven distinct visitor segments on the basis of numerous variables including, crucially, benefits sought. The applied and theoretical contributions of this study to the parks literature are discussed.

Keywords:

• parks
• visitor experience
• benefits
• market segmentation
• visitor segment