Visitor profiling for cable car mountain destinations as a basis for protected area management : a case study of the summer season in the Tatra Mountains at Kasprowy Wierch (Poland) and Skalnaté Pleso (Slovakia)

Protected areas play a crucial role in the conservation of vulnerable mountain ecosystems, but at the same time they may serve as tourist destinations and attract large numbers of visitors. Areas located in close proximity to cable cars belong to some of the most challenging sites for mountain protected area management. This study focuses on two cable car areas: Kasprowy Wierch (Tatra National Park, Poland) and Skalnaté Pleso (Tatra National Park, Slovakia). Both sites belong to the most heavily used leisure destinations in the Tatra Mountains. The study focused on the summer, snow-free tourist peak-season, for which there is an ongoing discussion concerning the development of cable car services. In 2014 and 2015, on-site interviews were conducted in the two study areas (n = 3 304). In order to better understand visitors’ needs and goals, visitor profiling using K-means clustering was performed. Four distinct segments based on visitor motivations were identified: nature oriented (32 %), family / friends & well-being oriented (23 %), sports oriented (14 %), and a mixed segment with multiple motivations (31 %). The results show that two tourist segments were not particularly interested in nature experience, although they visited protected areas. A significant relationship between motivational segments and trip characteristics was identified. The visitor segments defined can be used practically in the management of cable car destinations located within protected areas