Tourist Profiles and Characteristics vis-à-vis Market Segmentation of Ecotourism Destinations in Kerala

Abstract

Kerala, a classic ecotourism destination in India, provides significant opportunities for livelihood options to thepeople who depend on the resources from the forest and those who live in difficult terrains. This article analysesthe socio-demographic, psychographic and travel behavior patterns and its sub-characteristics in the backgroundof foreign and domestic tourists. The data source for the article has been obtained from a primary survey of 350randomly chosen tourists, 175 each from domestic and foreign tourists, visiting Kerala’s ecotourists destinationsduring August-December 2010-11. Several socio-demographic, psychographic and life style factors have beenidentified based on the inference from field survey. There is considerable divergence in most of the factorsidentified in the case of domestic and international tourists. Post-trip attributes like satisfaction and intentions toreturn show that the ecotourism destinations in Kerala have significant potential that can help communities in theregion.

Keywords: Tourists, Ecotourism, Socio-demographic, Psychographic, Lifestyle, Motivation, Satisfaction,Revisit