Using Visitor Profiles as a Means to Attract Exhibitors

This study analyzed the Southeastern Wildlife Exposition visitors' motivations for nature-related travel to determine the potential to increase participation of nature-based exhibitors. Special events and nature-based tourism have been increasing in general popularity and as research topics. The research surveyed attendees to the Southeastern Wildlife Exposition (N = 126) and compared the differences in travel motivations between people who had previously taken a nature-based trip (n =92) and people who had not taken a nature-based trip (n = 34). Both groups indicated a general affinity for nature. The subjects who participated on a nature-based trip indicated a significantly higher importance score on 4 of the 40 motivations. According to the t statistic (p < 0.05), the nature-based tourists generally assign more importance to lakes and streams, outdoor recreation, wilderness, and physical activity. The findings provide an analysis of the Exposition's attendees and an opportunity to explore the motivations of nature-based tourists versus non-nature-based tourists at this event. The management implications of the findings suggest an opportunity for greater involvement of nature-based tour operators as sponsors and exhibitors at the Southeastern Wildlife Exposition.