An exploration of motives for attending Australian ecotourism locations and their influence on future intentions

Abstract

This paper sought to explore the push [internal] motivations of eco-tourists and the influence of these motivational drives on their future ecotourism intentions. Findings from this exploratory study identified five key internal motivations, namely, \u27self-esteem\u27, \u27relaxation\u27, \u27social interaction\u27, \u27self-fulfilment\u27 and \u27thrill and excitement\u27. Further analysis identified that \u27self-esteem\u27, elaxation\u27 and \u27self-fulfilment\u27 motives were significantly related to ecotourist\u27s intention to volunteer as well as their intention to donate money to an eco-tourism destination. Additionally, \u27self-fulfilment\u27 and \u27thrill and excitement\u27 motives were identified as impacting upon eco-tourists&rsquo; future attendance intentions. Consequently, findings from this research provide eco-tourism operators with insight into eco-tourist motivations to inform product and brand development and promotional activities and assist in the ongoing development effective eco-tourist retention strategies.<br /