Second-home owners' intention to purchase nature-based tourism activity products – A Norwegian case study

Tourism is acknowledged to be an important business sector in rural areas. This paper argues that second-home owners constitute an important market segment for businesses that offer nature-based tourism activities. Previous research has shown that a number of factors influence tourist behaviour. This study examined how motivation and demographic variables affect second-home owners' intention to purchase three different types of activity products: learning, adventure, and hunting products. We found substantial variations in the purchase intentions for these products among second-home owners. These intentions were influenced by push and pull motivations, age, income and educational level. Second-home owners with a high intention of purchasing nature-based tourism activity products tend to be young, high-income, and socially oriented risk takers. Businesses offering nature-based tourism activity products should use a combination of demographic and psychographic variables when they segment the second-home market.

► The second-home market is important for nature-based tourism businesses.
► Their intention to purchase such products are influenced by leisure motives and demographic variables.
► Recreation experience preferences and reasons for having a second-home in an area influence their purchase intentions.
► Age and education level have a negative effect on the intention to purchase.
► Income has a positive effect on the intention to purchase.