National park visitors are a significant tourist market that demonstrates heterogeneous visitation behaviors. Segmentation studies employing relevant criterion variables with reference to visitor behavior variables prove to be an effective way to better understand this tourist market. Employing a factor‐item mixed segmentation approach, this study aims to segment Western Australian national park visitors by perceived benefits with reference to visitors' overall satisfaction, willingness to recommend, and pro‐environmental behavior. Based on a sample of 324 on‐site visitor survey responses, two perceived benefit factors, Nature Appreciation and Relaxation, and Learning, were identified. Subsequent cluster analysis using 12 original perceived benefit items identified two clusters: “moderate nature experiencers” (MNE) and “high nature appreciators and learners” (HNAL). No differences were found between the two clusters in visitor demographics and trip characteristics. However, HNAL members consistently exhibited higher levels of overall satisfaction, willingness to recommend, and pro‐environmental behavior tendencies than members of MNE. Based on the findings, Australian national park managers should advocate both the nature and learning benefits in their future market communication and product development strategies.

中文翻译：

---

按感知收益对西澳大利亚国家公园游客进行细分：因素-项目混合方法

国家公园游客是一个重要的旅游市场，展示了各种各样的访问行为。事实证明，采用相关标准变量并结合游客行为变量进行细分研究是一种更好地了解该游客市场的有效方法。本研究采用因素-项目混合细分方法，旨在根据感知到的收益（参考游客的总体满意度，推荐意愿和环保行为）对西澳大利亚国家公园游客进行细分。基于324个现场访问者调查问卷的样本，两个感知的受益因素，自然欣赏和放松以及学习，被确定。随后的聚类分析使用了12个原始感知到的收益项目，确定了两个聚类：“中度自然体验者”（MNE）和“高级自然欣赏者和学习者”（HNAL）。在访问者的人口统计特征和出行特征方面，没有发现两个聚类之间存在差异。但是，与MNE成员相比，HNAL成员始终表现出更高的整体满意度，推荐意愿和环保行为倾向。根据调查结果，澳大利亚国家公园管理者应在其未来的市场交流和产品开发策略中倡导自然和学习利益。