Tourists' motivations in protected areas: the case of vale do Tua regional natural park (northeast Portugal)
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abstract
Considering the increased competition among tourism destinations, it becomes very important
to identify the reasons why tourists choose to visit some destinations instead of others. Natural parks
and other protected areas (PA) are popular destinations for people who want to enjoy nature-based
leisure, travel, and ecotourism activities (Konu & Kajala, 2012). Indeed, despite the desire to enjoy the
landscape, and nature in general, the broadening of knowledge and rest are considered ecotourism
motivations, the motivations that lead people to visit PA are not homogeneous (Carneiro et al, 2006)
and ecotourism market is not homogeneous (Wight, 2001).
This empirical study identifies visitors´ motivations of a Portuguese protected area (PPA), the Vale do
Tua Regional Natural Park (PNRVT), addressing the following research questions: What is the profile of
PA visitors? Do motivations differ between different PA? What motivates tourists to visit the PNRVT?
It seems important to know the perceptions and profile of potential visitors of PNRVT by understanding
their motivations and the importance given to resources, activities, equipment, and services. "
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Method: Data were collected by means of a self-administrated questionnaire reaching a convenience
sample of 395 respondents. From those, only 100 (34.7%) respondents indicated that they had already
visited the PNRVT and were considered for the evaluation of motivations of this natural park. The data
obtained were analysed using Jamovi statistical program, using univariate and multivariate statistical
techniques.
Findings: From the results obtained, it is possible to conclude that visitors of PPAs aim to see nature,
landscape, flora, fauna, and paths. Regarding the motivations for visiting the PNRVT, the question with
a Likert scale between 1 (not at all important) and 5 (very important) shows that the most valued
motivations are learn/expand knowledge and see a specific place, all with averages close to 4. Among
the most valued is the have peace and calm/being away from the crowds and moving to a different
environment/having new experiences. The least scored motivation was meeting new people. Those
preferences and motivations are not similar to other PPA as Gerês and Sintra-Cascais (see Carneiro et
al., 2006).
Limitations: The main limitation of this study concerns the fact that the surveyed and convenience
sample includes a small sample size of actual visitors to the PNRVT (n= 100), impeding
representativeness.
Practical implications: The present investigation contributes by helping public institutions and private
companies to improve their tourism offerings and develop more efficient marketing plans. Knowledge
of the expectations of potential visitors regarding infrastructure, products and services and the profile
of potential visitors inform political and economic agents, contributing to the positioning of the PNRVT
in the tourist market. Landscape, flora, fauna and pedestrian routes are the most appreciated
resources on PNRVT.
Originality: This empirical study reveals that the motivations for visiting different PA can be
considerably different and compares different PPAs. The diversity of motivations to visit PA of different
geographical areas and with different tourist attractions seems to exist. It also contributes by adding
knowledge about a natural park in a low-density population region from the northeast interior of
Portugal.
European Commission under the Erasmus+ Programme (2019-1-PL01-KA203-064946)
