Heterogeneous attitudes and behaviors in relation to participation in the ecotourism: Do customer segments play a role?

The potential of ecotourism is expanding year on year. Given the broad nature of the tourism market, it is necessary to identify smaller groups of individuals that have common traits. This study aims to explore if there are any segments of ecotourist based on attitude and behavior towards ecotourism, profiles the segments according to their sociodemographic characteristics, and analyzes the extent to which they differ by country of origin. The study used a sample of 809 ecotourists from Spain and Chile, while latent class cluster analysis was employed as the segmentation method. The ecotourists were divided into three segments (Basic ecotourists-ecotourists of thought-, Average ecotourists, and Conscientious and active ecotourists) and the bias-adjusted three-step methodology was used to examine the differences in the country of origin. In sum, the largest portion of tourists falls into the category of the average ecotourist segment, which lies between the two aforementioned segments and exhibits moderate attitudes and intentions to engage in ecotourism and pay a premium for it. This segment is more prevalent in Spain compared to Chile. This research adds to the body of knowledge on the marketing of ecotourism behavior by modeling the heterogeneity in the ecotourists' attitudes and behaviors. This study suggests that ecotourism organizations, whether they are accommodation providers, tourism operators, or companies that organize activities in nature, should be aware of the unique qualities of their customers, as well as their preferences, in order to create successful marketing strategies.

Analyzing the User Behavior toward Electronic Commerce Stimuli.

Based on the Stimulus-Organism-Response paradigm this research analyzes the main differences between the effects of two types of web technologies: Verbal web technology (i.e., navigational structure as utilitarian stimulus) versus non-verbal web technology (music and presentation of products as hedonic stimuli). Specific webmosphere stimuli have not been examined yet as separate variables and their impact on internal and behavioral responses seems unknown. Therefore, the objective of this research consists in analyzing the impact of these web technologies -which constitute the web atmosphere or webmosphere of a website- on shopping human behavior (i.e., users' internal states -affective, cognitive, and satisfaction- and behavioral responses - approach responses, and real shopping outcomes-) within the retail online store created by computer, taking into account some mediator variables (i.e., involvement, atmospheric responsiveness, and perceived risk). A 2 ("free" versus "hierarchical" navigational structure) × 2 ("on" versus "off" music) × 2 ("moving" versus "static" images) between-subjects computer experimental design is used to test empirically this research. In addition, an integrated methodology was developed allowing the simulation, tracking and recording of virtual user behavior within an online shopping environment. As main conclusion, this study suggests that the positive responses of online consumers might increase when they are allowed to freely navigate the online stores and their experience is enriched by animate gifts and music background. The effect caused by mediator variables modifies relatively the final shopping human behavior.

Are the users of social networking sites homogeneous? A cross-cultural study.

The growing use of Social Networking Sites (SNS) around the world has made it necessary to understand individuals' behaviors within these sites according to different cultures. Based on a comparative study between two different European countries (The Netherlands versus Spain), a comparison of typologies of networked Internet users has been obtained through a latent segmentation approach. These typologies are based on the frequency with which users perform different activities, their socio-demographic variables, and experience in social networking and interaction patterns. The findings show new insights regarding international segmentation in order to analyse SNS user behaviors in both countries. These results are relevant for marketing strategists eager to use the communication potential of networked individuals and for marketers willing to explore the potential of online networking as a low cost and a highly efficient alternative to traditional networking approaches. For most businesses, expert users could be valuable opinion leaders and potential brand influencers.

Classifying and profiling Social Networking Site users: a latent segmentation approach.

Social Networking Sites (SNSs) have showed an exponential growth in the last years. The first step for an efficient use of SNSs stems from an understanding of the individuals' behaviors within these sites. In this research, we have obtained a typology of SNS users through a latent segmentation approach, based on the frequency by which users perform different activities within the SNSs, sociodemographic variables, experience in SNSs, and dimensions related to their interaction patterns. Four different segments have been obtained. The "introvert" and "novel" users are the more occasional. They utilize SNSs mainly to communicate with friends, although "introverts" are more passive users. The "versatile" user performs different activities, although occasionally. Finally, the "expert-communicator" performs a greater variety of activities with a higher frequency. They tend to perform some marketing-related activities such as commenting on ads or gathering information about products and brands as well as commenting ads. The companies can take advantage of these segmentation schemes in different ways: first, by tracking and monitoring information interchange between users regarding their products and brands. Second, they should match the SNS users' profiles with their market targets to use SNSs as marketing tools. Finally, for most business, the expert users could be interesting opinion leaders and potential brand influencers.