ABSTRACT
With the development of wildlife tourism, the
negative influences of ecological environment and wildlife is increasingly
becoming one of the concerns for many scholars. Moreover, wildlife tourists are the main body of tourism activities. Therefore, it
is necessary to study the classification and market segmentation of wildlife
tourists. Taking bird-watching tourists in Guangzhou as the research object, this
study classified bird-watching tourists by recreation involvement, to compare
and analyze the different types of tourists in the social demographic
characteristics and environmental differences of responsible behavior
intention. Research results: 1) through the K-means cluster analysis,
bird-watching tourists can be divided into three different kinds of
involvement, respectively “low risk tourists”, “low attraction tourists” and
“high involvement tourists”, and through the chi-square test, it was found that different types of bird-watching tourists
in two aspects of social demographic characteristics of gender and age had
obvious differences, but on education, occupation and income distribution had
no significant difference; 2) by LSD multiple comparison, this study found that
average scores of environmentally responsible behavior intentions of high
involvement type were significantly higher than the other two classes, which
means that bird-watching tourists were involved
in birding tourism activities deeper, and their
environmentally responsible behavior intentions are stronger; 3) By k-means
clustering analysis, it was found
that low risk and low attraction tourists had similar average score, but their
willingness in environmentally friendly behaviors existed significant
differences by LSD test. On this basis, the development strategy of wildlife
tourism is put forward, the wildlife tourists behavior research is strengthened, the wildlife tourism market is cultivated, and the
segmentation and characteristics of the target market are provided.