Abstract
Theory suggests that tourists who hold higher levels of environmental concern are more likely to have an interest in natural places and their conservation, and be more likely to engage in activities that are environmentally sustainable. This study assessed environmental concern by measuring and comparing the intrinsic, non-use, use, spiritual and recreation values of nature-based tourists, members of a recreational conservation group and the general public. The results showed that members of each sample could be grouped into four clusters, each holding a unique combination of the values. For some clusters, spirituality and intrinsic value were positively associated, yet for others, the two values appeared to exist in different conceptual domains. One cluster placed particular importance on bequest and existence values and one cluster valued natural places mainly for recreation. The results indicated that while many people are clearly interested in natural areas, they are influenced in different ways by a range of values. The study provides information about specific values that will help to better understand visitors to natural places and assist in the management and conservation of those places.