The connection between ethnic minorities and domestic environmental conservation destinations in the East Midlands

This paper explores the engagement of ethnic minorities with environmental conservation destinations in the East Midlands. Ethnic minorities have been noted, particularly by the media, as being largely absent from engaging with tourist destinations centred on the English countryside (Countryfile, 2009; Prasad, 2004; Jeffries, 2005; John, 2004; John, 2005). Such reports initiated an investigation to explore why such environmental destinations appeared to be failing to engage successfully with this specific profile of consumer. The literature review found that the industry perspective to date has been largely unexplored. In turn, this study provides a key stakeholder perspective on the issue of ethnic minorities as consumers to environmental tourist destinations, through the use of ten in-depth interviews. Consequently, a thematic analysis approach was taken to the data to identify trends and themes. For tourist providers who seek to expand their consumer base and market to ethnic minorities, it is argued that further profile segmentation should also be strongly considered by providers to gain a greater understanding of the issue. When considering the barriers hindering ethnic minority engagement, many of the deterrents are most severe when considering an additional profile feature; that of residing in an ‘urban deprived’ location. In addition, many of the barriers seen as deterring ethnic minorities are also simultaneously applicable to the wider under- represented group of the ‘urban deprived’, regardless of ethnicity. Furthermore, considering the incentives for tourist providers, this study judges that engaging with the most under-represented groups in society is best suited to environmental conservation destinations based in more urban areas