Psychographic segmentation of park visitor markets: evidence for the utility of sensation seeking

This paper examines whether a segmentation of a large sample (N = 9495) of visitors to parks in Ontario, Canada in terms of the psychological push factor motive sensation seeking enables identification of differences between them in park-related attitudes and behaviours. A cluster analysis of individuals based on their attitudes to three dimensions of park experience identified in this study (active enjoyment of nature, escape stress, and sensation seeking) resulted in three clusters of visitors (1 group of higher, and 2 groups of lower, sensation seekers). The higher sensation seekers were found to differ from both groups of lower sensation seekers on a broad variety of attitudes and behaviours to do with parks. In particular, higher sensation seekers visit parks more often to camp than do lower sensation seekers, differ from lower sensation seekers regarding the kinds of things that are incentives for them to visit parks, and with respect to the sources of information about parks they are likely to use, are more likely than lower sensation seekers are to be involved in each of a broad range of activities during their park visits, and place higher importance on numerous facilities and services as well as being more satisfied with them. The implications of these results for park marketing and management are examined, and directions for further research on this topic, especially regarding risk management in parks, are also considered. (C) 2002 Elsevier Science Ltd. All rights reserved.