Motivation-based segmentation and satisfaction of hikers in Hong Kong

Abstract

There is a dearth of research on hiking tourism because hikers are often not differentiated from park visitors. This study aims at segmenting hikers based on their motivation, and investigating their interrelationship among hikers in Hong Kong. A questionnaire survey interviewed 859 hikers from December 2020 to May 2021. Four motives, namely “nature fitness”, “social interaction”, “internal peace”, and “self-development”, and four hiker segments, namely “enthusiastic hiker”, “relaxer,” “anthropocentric hiker”, and “passive hiker”, were identified. Motives “nature fitness”, “social interaction”, and “self-development” were significant predictors of satisfaction. This study not only provides a reference to the promotion and development of hiking tourism but also inform conservation strategies by aligning park infrastructure, educational programs, and management priorities with segment-specific behaviors and motivations.