Identifying camper "shades of green" segments at an environmental festival

Maria Raciti; David Gration; David Weaver

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Identifying camper "shades of green" segments at an environmental festival

Conference paper

Peer reviewed

Identifying camper "shades of green" segments at an environmental festival

Maria Raciti, David Gration and David Weaver

Annual Council of Australasian University and Hospitality Education (CAUTHE) Conference, 29th (Cairns, Australia, 11-Feb-2019–14-Feb-2019)

Council for Australasian University Tourism and Hospitality Education

2019

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Abstract

Tourism

environment

camping

festivalgoers

cluster analysis

Woodfordia

The Planting

This research investigates the environmental and camping behaviours and attitudes among campers at The Planting festival. The annual Planting festival is held over a long weekend in Autumn in Woodfordia, Queensland, Australia. The Planting festival draws attention to the ill effects of industrial practices on our planet, encouraging environmental healing endeavours that promote a symbiotic human-nature relationship. Many festivalgoers camp at this event and our research objective was to identify different groups of campers based on variations in their environmental and camping behaviours and attitudes. A cluster analysis of 215 festival campers revealed four groups-true believers, camper conservers, camper consumers and the unenthused. These four "shades of green" camper segments contribute to the sparse knowledge in tourism about camping in general and specifically at environmental festivals. Practically, these "shades of green" camper segments can inform event and program development.

Details

Title: Identifying camper "shades of green" segments at an environmental festival
Authors: Maria Raciti (Author) - University of the Sunshine Coast - USC Business School
David Gration (Author) - Griffith University
David Weaver (Author) - Griffith University
Publication details: 4
Conference details: Annual Council of Australasian University and Hospitality Education (CAUTHE) Conference, 29th (Cairns, Australia, 11-Feb-2019–14-Feb-2019)
Publisher: Council for Australasian University Tourism and Hospitality Education
Date published: 2019
Organisation Unit: School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Sustainability Research Cluster
Language: English
Record Identifier: 99451248202621
Output Type: Conference paper

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