ecolodge patrons and travel motivations

Ecolodge PatronsEcolodge Patrons’’Perceptions of Service Quality Perceptions of Service Quality

and Facilitiesand Facilities

A Study of Belize EcolodgesA Study of Belize Ecolodges

Paul F. J. EaglesPaul F. J. EaglesPia KwanPia Kwan

Department of Recreation and Leisure Studies Department of Recreation and Leisure Studies University of Waterloo, Waterloo, Ontario, Canada.University of Waterloo, Waterloo, Ontario, Canada.

Ecotourism and Sustainable Tourism ConferenceEcotourism and Sustainable Tourism ConferenceOctober 27October 27--29, 200829, 2008

Vancouver, BC, CanadaVancouver, BC, Canada

IntroductionIntroduction

Ecolodges are smallEcolodges are small--scale, naturescale, nature--based accommodations and based accommodations and attractions that attempt to practice ecological, economic and attractions that attempt to practice ecological, economic and cultural sustainability through recreation and education.cultural sustainability through recreation and education.

A relatively new phenomenon where service offerings and A relatively new phenomenon where service offerings and price vary tremendously. price vary tremendously.

In the absence of standards, price may be an indicator of In the absence of standards, price may be an indicator of quality. quality.

There are few marketing studies on ecolodges, including a There are few marketing studies on ecolodges, including a lack of knowledge about ecolodge patrons.lack of knowledge about ecolodge patrons.

Belize has a large and rapidlyBelize has a large and rapidly--developing ecolodge industry, developing ecolodge industry, with a range of price levels.with a range of price levels.

Purpose of the StudyPurpose of the Study

This study investigated and compared ecolodge This study investigated and compared ecolodge patronspatrons’’::

Sociodemographic characteristics.

Travel characteristics.

Perception of importance and performance amongst three price categories:

Budget Category (< 40 USD per person per night)

Mid-Price Category ( 40 USD to 100 USD per person per night)

Upscale Category (> 100 USD per person per night)

Case Study : Cayo District in BelizeCase Study : Cayo District in Belize

Cayo

Budget SegmentBudget Segment

MidMid--Price SegmentPrice Segment

Upscale SegmentUpscale Segment

Sampling Methods & Survey InstrumentSampling Methods & Survey Instrument

Respondents put the completed questionnaire in a Respondents put the completed questionnaire in a drop box upon check out.drop box upon check out.

A small painted rock was given as thanks.A small painted rock was given as thanks.

Six randomly-selected ecolodges in the Cayo District of Belize participated.

4-page questionnaire asked demographic, travel behaviour information, and perception of importance and performance on 41 ecolodge attributes.

Questionnaires distributed by receptionists upon check in to oneperson in each room.

Results : Response RateResults : Response Rate

Survey period:Survey period: 15 weeks (Feb through May 2004)15 weeks (Feb through May 2004)

Responses:Responses: 333 responses from 474 surveys.333 responses from 474 surveys.

Overall response rateOverall response rate: : 70.2%70.2%

Upscale:Upscale: 132 responses (response rate: 82.5% )132 responses (response rate: 82.5% )

MidMid--Price:Price: 129 responses (response rate: 53.8%)129 responses (response rate: 53.8%)

Budget:Budget: 72 responses (response rate: 90%)72 responses (response rate: 90%)

Major Findings: Total PopulationMajor Findings: Total Population

SocioSocio--demographicsdemographicsGender: Females (59%).Gender: Females (59%).Age: 36 to 55 (45.9%).Age: 36 to 55 (45.9%).Country of Residence: United States (73.3%), Country of Residence: United States (73.3%), Canada (12%), European Countries (9%).Canada (12%), European Countries (9%).Education: University degree (76.8%).Education: University degree (76.8%).Employment Status: Employed (67.2%) and Employment Status: Employed (67.2%) and retired (14.1%).retired (14.1%).Annual household income: over $140,000 US Annual household income: over $140,000 US (19.2%), ($30,000 to 50,000 (16.2%).(19.2%), ($30,000 to 50,000 (16.2%).


Trip Characteristics Trip Characteristics Length of stay in Belize: 8 to 11 days (32.4%)Length of stay in Belize: 8 to 11 days (32.4%)Length of stay at ecolodge: 3 nights (24.9%) to 4 Length of stay at ecolodge: 3 nights (24.9%) to 4 nights (19.5%). nights (19.5%). Previous experience with ecolodge: Yes (48.9%).Previous experience with ecolodge: Yes (48.9%).Party Composition: Spouse (35.1%), Children (15.9%)Party Composition: Spouse (35.1%), Children (15.9%)Travel motivation to Belize: Travel motivation to Belize: learn and explore naturelearn and explore natureor or explore a new country or cultureexplore a new country or culture..Major Sources of Information: Major Sources of Information: Internet, travel guide Internet, travel guide books, and recommendations from friends and books, and recommendations from friends and relatives.relatives.


Knowledge of the term Knowledge of the term ‘‘ecolodgeecolodge’’

Please describe in your own words Please describe in your own words what you think an what you think an ecolodgeecolodge is.is.Respondents showed no agreement on Respondents showed no agreement on the concept of the concept of ““ecolodgesecolodges””, using this , using this openopen--ended question.ended question.

Importance Importance –– Performance for Top 12 of 41 AttributesPerformance for Top 12 of 41 Attributes

0.060.064.134.134.074.07PricePrice

0.110.114.204.204.094.09Availability of wildlifeAvailability of wildlife

0.020.024.404.404.384.38Value for moneyValue for money

0.330.334.514.514.184.18Design sensitive to natural and cultural environment Design sensitive to natural and cultural environment with minimal negative impactwith minimal negative impact

0.540.544.564.564.024.02Knowledgeable guidesKnowledgeable guides

0.480.484.594.594.114.11Availability of trees and wildflowersAvailability of trees and wildflowers

0.400.404.604.604.204.20CleanlinessCleanliness

0.430.434.614.614.184.18Staff provide efficient servicesStaff provide efficient services

0.300.304.624.624.324.32Decent sanitary conditionDecent sanitary condition

0.380.384.694.694.314.31Quality of the environment and landscapeQuality of the environment and landscape

0.330.334.704.704.374.37SceneryScenery

0.410.414.784.784.374.37Friendliness of staffFriendliness of staff

IP RatioIP RatioPerformance Performance RatingRating

Importance Importance Rating Rating AttributesAttributes

Overall SampleOverall Sample

Patrons showed high levels of satisfaction with Patrons showed high levels of satisfaction with virtually all attributes of the ecolodges.virtually all attributes of the ecolodges.Of 41 attributes ranked in 3 categories (41 x 3 = Of 41 attributes ranked in 3 categories (41 x 3 = 123), 34 had positive IP ratios.123), 34 had positive IP ratios.Only 7 showed dissatisfaction through a negative Only 7 showed dissatisfaction through a negative IP ratio.IP ratio.Those seven are presented on the next slide.Those seven are presented on the next slide.

Comparison amongst SegmentsComparison amongst Segments

Dissatisfaction in Upscale Clients occurred Dissatisfaction in Upscale Clients occurred with:with:– value for money, (-0.01)– price, (-0.05), and– bed comfort (-0.02).Dissatisfaction in MidDissatisfaction in Mid--range Clients range Clients occurred with:occurred with:– availability of wildlife (-0.04), – bed comfort (-0.06), – recycling programs (-0.17), and – value for money. (-0.13)

Factor Analysis on Overall SampleFactor Analysis on Overall Sample

A six factor solution, including 31 of the 41 A six factor solution, including 31 of the 41 attributes, explained 63.3% of the attributes, explained 63.3% of the variance.variance.– Service quality - 33.7%– Physical environment - 9.7%– Ecotourism principles - 6.2%– Amenities and Services - 5.5%– Price and Value - 4.4%– Design - 3.8%

We will now look at these 6 factors for each We will now look at these 6 factors for each of the three price segmentsof the three price segments

F2

F4

F5

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F1

F3 F6

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2.50

2.70

2.90

3.10

3.30

3.50

3.70

3.90

4.10

4.30

4.50

3.20 3.30 3.40 3.50 3.60 3.70 3.80 3.90 4.00 4.10 4.20 4.30 4.40 4.50 4.60 4.70 4.80

Performance

Impo

rtan

ce

Keep Up the Good Work

Low Priority Possible Overkill

95% Upper Interval Line

CONCENTRATE HERE

POSSIBLE OVERKILL

95% Lower Interval Line

ACCEPTABLE RANGE

Concentrate Here

Upscale SegmentUpscale SegmentLegend

F1 –Service Quality

F2-Physical Environment

F3-Ecotourism Principles

F4 –Amenities/Services

F5 –Value/Price

F6-Design

F3

Ecotourism PrinciplesEcotourism Principles

Uses alternative, sustainable means of water Uses alternative, sustainable means of water acquisition and reduces water consumptionacquisition and reduces water consumptionMeets its energy needs through renewable energy Meets its energy needs through renewable energy resourcesresourcesRecycling of glass, paper and plastic Recycling of glass, paper and plastic Nature interpretation center of conservation Nature interpretation center of conservation education programseducation programsBenefit local communities through provision of Benefit local communities through provision of jobsjobs

F1

F4

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F2

F3

F5

F6

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,

2.50

2.70

2.90

3.10

3.30

3.50

3.70

3.90

4.10

4.30

4.50

3.20 3.30 3.40 3.50 3.60 3.70 3.80 3.90 4.00 4.10 4.20 4.30 4.40 4.50 4.60 4.70 4.80

Performance

Impo

rtan

ce

Concentrate Here Keep Up the Good Work


POSSIBLE OVERKILL


95% UpperInterval Line

CONCENTRATE HERE

ACCEPTABLE RANGE

MidMid--Price SegmentPrice SegmentLegend





F5 –Value/Price

F6-Design

F5

Value and PriceValue and Price

PricePriceConvenient location Convenient location Easy accessibility Easy accessibility Value of moneyValue of moneyReputation of lodgeReputation of lodge

Budget SegmentBudget Segment

Legend





F5 –Value/Price

F6-Design

F2

F4

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F1F3

F5

F6

;

'

,

2.50

2.70

2.90

3.10

3.30

3.50

3.70

3.90

4.10

4.30

4.50

3.20 3.30 3.40 3.50 3.60 3.70 3.80 3.90 4.00 4.10 4.20 4.30 4.40 4.50 4.60 4.70 4.80

Performance

Impo

rtan

ce

Keep Up the Good Work


95% Upper Interval Line

CONCENTRATE HERE

POSSIBLE OVERKILL


ACCEPTABLE RANGE

Concentrate Here

We will now compare the 6 Factor GroupsWe will now compare the 6 Factor Groups’’ IP IP Ratios by Price SegmentsRatios by Price Segments

1. Service quality2. Physical environment3. Ecotourism principles4. Amenities and Services5. Price and Value6. Design

1.0 Service Quality1.0 Service Quality

0.790.794.154.153.363.36BudgetBudget

0.33 0.33 4.474.474.14 4.14 MidMid--Price Price

0.35 0.35 4.564.564.20 4.20 UpscaleUpscale

IP RatioIP RatioMean Mean PerformancePerformance

Mean Mean ImportanceImportance

2.0 Physical and Natural Environment2.0 Physical and Natural Environment

0.490.494.554.554.054.05BudgetBudget

0.230.234.344.344.114.11MidMid--Price Price

0.300.304.584.584.284.28UpscaleUpscale



3.0 Ecotourism Principles3.0 Ecotourism Principles

0.790.794.314.313.523.52BudgetBudget0.250.253.763.763.513.51MidMid--Price Price 0.450.454.054.053.593.59UpscaleUpscale

DifferenceDifference(Satisfaction)(Satisfaction)

Mean Mean PerformancePerformance


4.0 Amenities and Services4.0 Amenities and Services

1.241.244.064.062.822.82BudgetBudget

0.630.633.323.322.69 2.69 MidMid--Price Price

0.940.943.663.662.72 2.72 UpscaleUpscale



5.0 Value and Price5.0 Value and Price

0.440.444.454.454.014.01BudgetBudget


0.210.214.354.354.144.14UpscaleUpscale



6.0 Design6.0 Design

1.011.014.194.193.183.18BudgetBudget


0.830.834.364.363.533.53UpscaleUpscale



ConclusionsConclusions

The budget clients had much higher The budget clients had much higher positive IP ratios than the other two groups positive IP ratios than the other two groups on 4 of the 6 major factor groupings of on 4 of the 6 major factor groupings of attributes.attributes.

ComparisonsComparisons

The ecolodge patrons were much more The ecolodge patrons were much more satisfied than the patrons of parks as found satisfied than the patrons of parks as found in other studies, such as:in other studies, such as:– Ontario Provincial Parks, and – Kilimanjaro National Park.

Serengeti National ParkSerengeti National Park’’s IP Ratioss IP Ratios

-1.112.223.33Quality of Roads

-.373.203.57Visitor Centre

-.922.843.76Availability of Information

-.023.803.82Accommodation

+.063.943.88Friendliness of TANAPA staff

-.073.883.95Security From Wildlife Attack

-1.312.673.98Cleanliness of Washrooms

-.084.084.16Group Harmony

-.393.914.30Low Level of Crowdedness

-.753.604.35Security from Theft

-.074.434.50Friendliness of Guide

-.244.284.52Knowledge of Guide

DifferenceMean PerformanceMean ImportanceVariable

Ontario ParksOntario Parks’’ IP RatiosIP Ratios

+0.353.673.32Availability of Heritage Educational-0.233.153.38Availability of Groceries / Supplies+0.273.923.65Quality of Picnic Areas-0.213.543.75Quality of Firewood+0.093.903.81Availability of Firewood+0.053.873.82Recreational Thing to Do+0.083.913.83Upkeep of Park Roads-0.013.863.87Ease of Access to Services+0.033.963.93Availability of Information-0.013.953.96Condition of Trails-0.073.903.97Adequacy of Signs-0.123.984.103 R's Initiatives-0.213.914.12Control of Pets+0.014.154.14Ease of Campground Registration-0.253.954.20 Value for Fee-0.214.014.22Condition of Beach-0.493.744.23Availability of Showers-0.283.974.25Control of Noise-0.024.214.23Helpfulness of Staff-0.114.164.27Responsiveness of Staff to Concerns-0.443.864.30Level of Privacy-0.403.924.32Condition 0f Facilities-0.344.054.39Condition of Campsite-0.214.194.40Sense of Security-0.743.794.53Cleanliness of Washrooms

IP RatioPerformanceImportancePark Services & Facilities

ConclusionsConclusions

The ecolodge business is immature.The ecolodge business is immature.Clients are highly satisfied with the product.Clients are highly satisfied with the product.Consumers are not familiar with the sustainability Consumers are not familiar with the sustainability principles underlying ecolodges.principles underlying ecolodges.Accommodation service quality is the most Accommodation service quality is the most important attribute.important attribute.The quality of the natural environment is the The quality of the natural environment is the second most important attribute.second most important attribute.Families with children are entering the upscale Families with children are entering the upscale market.market.

Selected ReferencesSelected References

Chu, R. K. S.,& Choi, T. (2000). An importanceChu, R. K. S.,& Choi, T. (2000). An importance--performance analysis of hotel selection factors in performance analysis of hotel selection factors in the Hong Kong hotel industry: A comparison of business and leisuthe Hong Kong hotel industry: A comparison of business and leisure travellers. re travellers. Tourism Tourism Management 21Management 21(4), 363(4), 363--377.377.Kwan, Pia, Paul F. J. Eagles and Amber Gebhardt. (2009). EcolodgKwan, Pia, Paul F. J. Eagles and Amber Gebhardt. (2009). Ecolodge Patronse Patrons’’ Characteristics and Characteristics and Motivations: A Study of Belize. Motivations: A Study of Belize. Journal of Ecotourism Journal of Ecotourism (In press).(In press).Kwan, Pia and Paul F. J. Eagles.(2009). A Comparison of EcolodgeKwan, Pia and Paul F. J. Eagles.(2009). A Comparison of Ecolodge Patrons Characteristics and Patrons Characteristics and Motivations Based on Price Levels: A Case Study of Belize. Motivations Based on Price Levels: A Case Study of Belize. Journal of Sustainable TourismJournal of Sustainable Tourism (In (In press).press).Hawkins, D. E., Wood, M., & Bittman, S. (Eds.)(1995). Hawkins, D. E., Wood, M., & Bittman, S. (Eds.)(1995). The Ecolodge Sourcebook.The Ecolodge Sourcebook. North North Bellington, VT: The International Ecotourism Society.Bellington, VT: The International Ecotourism Society.Martilla, J., & James, J. (1977). ImportanceMartilla, J., & James, J. (1977). Importance--performance analysis. performance analysis. Journal of Marketing Journal of Marketing 41, 7741, 77--79.79.Mehta, B., Baez, A., & OMehta, B., Baez, A., & O’’Loughlin, P. (2002). Loughlin, P. (2002). International Ecolodge Guidelines. International Ecolodge Guidelines. North North Bellington, VT: The International Ecotourism SocietyBellington, VT: The International Ecotourism SocietyMount, D. J. (2000). Determination of significant issues: ApplyiMount, D. J. (2000). Determination of significant issues: Applying a quantitative method to ng a quantitative method to importanceimportance--performance analysis. performance analysis. Journal of Quality Assurance in Hospitality and Tourism 1Journal of Quality Assurance in Hospitality and Tourism 1(3), (3), 4949--65.65.Patton, M., Stevens, P., & Knutson, B. J. (1994). InternationaliPatton, M., Stevens, P., & Knutson, B. J. (1994). Internationalizing LODGSERV as a measurement zing LODGSERV as a measurement tool: A pilot study. tool: A pilot study. Journal of Hospitality and Leisure Marketing 2Journal of Hospitality and Leisure Marketing 2(2), 39(2), 39--55.55.

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