Clustering nature-based tourists by activity. Social, economic and spatial dimensions

This study develops a typology of tourists visiting a nature-based destination as a function of outdoor activities. It then identifies social, economic and spatial differences between them. A cluster analysis is applied to survey data collected in the Great Masurian Lakes region of Poland. Six clusters were identified: angling sailors, non-angling sailors, cyclists, anglers, water recreationists and passive tourists. The results show that these groups differ not only in terms of their social and demographic features, or travel patterns. Spatial analyses identify important differences in spatial behaviours, while the Travel Cost Method highlights major differences in the economic value of nature. This new methodological framework shows that cluster analyses, combined with spatial and economic analyses, may be an extremely useful tool for planners and destination managers. The results contribute to the discussion on tourists’ use of a nature-based destination.