Psychographic insights from a South Carolina protected area

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Title Psychographic insights from a South Carolina protected area
Author Weaver, David Bruce
Journal Name Tourism Management
Year Published 2012
Place of publication United Kingdom
Publisher Elsevier
Abstract An investigation of Francis Beidler Forest, South Carolina, was conducted to identify the psychographic characteristics of visitors. Results from 976 survey respondents revealed the expected dominance of venturers (35%) and near-venturers (54%), and additionally a small but distinctly centric third cluster (11%). Venturesomeness was associated with higher than expected levels of desired services and lower than expected risk tolerance, especially among older and female visitors who however were more likely to seek mental stimulation and learning. Venturesomeness was also associated with higher levels of education, strong site loyalty, ethical/environmentalist intentions, identification with ecotourism, and bird watching skills. However, willingness to engage in ‘higher investment’ activities such as volunteering, donating and paying a higher entry fee to help the site was not evident. The results indicate qualified support for Plog’s psychographic model within a relatively undeveloped protected area setting.
Peer Reviewed Yes
Published Yes
Alternative URI
Volume 33
Issue Number 2
Page from 371
Page to 379
ISSN 0261-5177
Date Accessioned 2012-07-10
Language en_US
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Tourism Marketing
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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