1. Market Segment Differences for Campsite Based Trail Users in Protected Areas Gary Crilley & Frances Van Ruth

2. The Research Study Funded by the CRC for Sustainable Tourism Involved campgrounds in 4 protected areas – 3 in Victoria, 1 in South Australia Designed to help understand campers’ expectations & perceptions of service quality, benefits desired & attained, and the link between these concepts & behavioural intentions

3. Methods CSQ attributes identified through focus groups Importance & performance of 18 service quality attributes rated on a six-point scale Desirability & attainment of 5 benefits rated on a six-point scale Participants recruited in April & May 2003 through a ‘camper service quality’ postcard

4. Results 1171 adult questionnaires mailed out 500 valid responses received 63 % of household response rate

5. Activities

6. Profile of Respondents 75% stayed in a tent 66% stayed 1-3 nights 41% go camping 3 or more times per year 31% stayed with family 29% stayed with a school group 44% tertiary educated

7. Most Important Service Quality Attributes Appropriate camp fee structure 5.0 Responsive rangers4.9 Well maintained built amenities 4.9 Safe environment4.9 Well planned campsites4.8 six-point scale ranging from 1 ‘disagree to 6 ‘very strongly agree’

8. Most Desirable Benefits Relaxing and being in a natural environment5.3 Time with family and friends5.1

9. Significant market segment differences T-tests and ANOVAs on importance of service quality attributes and desired benefits based on four groupings – school/non school groups – family/non-family lifecycle – frequency of camping trips per year – male/female Results are statistically significant at p < 0.05

10. Importance of Service Quality Attributes – school/non-school groups Attribute School groups Non-school groups Well maintained built amenities 4.75.1 Appropriate rubbish facilities 4.25.0 Rangers responsive 4.75.0 Opportunities for wildlife viewing 4.54.9 Water for personal hygiene 5.04.6 Drinking water 5.04.7 results are statistically significant at p < 0.05

11. Importance of Service Quality Attributes – family/non-family lifecycle categories Attribute Family lifecycle categories Non-family lifecycle categories Safe environment 5.14.8 Appropriate camp fee structure 5.24.8 Rangers responsive 5.14.8 Opportunities for wildlife viewing 5.04.7 results are statistically significant at p < 0.05

12. Importance of Service Quality Attributes – male/female respondents Attribute MaleFemale Well maintained built amenities 4.85.1 Campfires 4.65.0 Safe environment 4.75.1 Appropriate camp fee structure 4.85.1 Rangers responsive 4.85.1 Adequate signage 4.64.9 Accurate information 4.54.8 results are statistically significant at p < 0.05

13. Importance of Service Quality Attributes – frequency of camping trips Attribute Less than once per year About twice a year Water for personal hygiene5.14.5 Well maintained roads4.84.3 About once a year Three or more times per year Drinking water5.34.5 results are statistically significant at p < 0.05

14. Importance of Service Quality Attributes – short walk/long walk respondents Attribute Short walkLong walk Campfires 4.94.5 Safe environment 5.14.6 Rangers responsive 5.14.8 Roads well maintained 4.64.3 results are statistically significant at p < 0.05 School group respondents were excluded from the ‘long walk’ sample due to their significantly different importance ratings.

15. Desirability of Benefits – school/non- school groups Benefit School groups Non-school groups Relaxing and being in a natural environment 4.65.5 Time with family and friends 4.85.3 Improving physical fitness and health 4.74.3 Being more productive at work/school 3.93.4 results are statistically significant at p < 0.05

16. Desirability of Benefits – family/non- family lifecycle categories Benefit Family lifecycle categories Non-family lifecycle categories Relaxing and being in a natural environment 5.45.2 Time with family and friends 5.55.0 results are statistically significant at p < 0.05

17. Desirability of Benefits – male/female Benefit MaleFemale Relaxing and being in a natural environment 5.15.4 Time with family and friends 4.95.4 results are statistically significant at p < 0.05

18. Desirability of Benefits – frequency of camping trips per year Benefit Less than once per year Three or more times per year Relaxing and being in a natural environment 4.85.5 About twice per year Three or more times per year Improving physical fitness and health 4.14.5 results are statistically significant at p < 0.05

19. Level of Recommendation School groups Non- school groups Family lifecycle Non- family lifecycle MaleFemale Strongly Recommend 13%53%56%34% 48%

20. So what now? Current similar study of four trails – two urban and two in protected areas How can we use this information to better deliver the services and benefits important to these different market segments?