The use of social values in segmenting leisure and travel markets involving social goods is suggested as an alternative to the more common personal values approach. Results of a social values segmentation of the potential Australian ecotourism market indicate that the majority of potential ecotourists do not have particularly green values, and those with greener values tend to be least in favour of the use of park entrance fees. The latter appears to be a consequence of the high importance greens attach to equality, and the fact that shared responsibility through income taxes is perceived to be a more equitable source of funds for the management of natural areas.
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