An analysis of the motivations of long-distance walkers: segmenting walkers on the West Highland Way

Long-distance recreational walking has surged in popularity post-COVID, with trails facilitating nature-based tourism experiences. Understanding walker motivations is important for effective trail management, especially given the increasing numbers and the need to develop strategies to conserve these destinations. This study examines the motivations of 238 walkers undertaking a long-distance trail, specifically the West Highland Way in Scotland. A survey was conducted using social media and QR codes along the trail. Factor-cluster analysis is used to identify walker segments and consider their motivations for undertaking the trail. Five motivational constructs emerged: spiritual motivations, sites and education, new people and places, outdoor experience, and fulfilment of promise or tradition. Notably, the route lacked religious associations, contrasting with other studies on long-distance trails. Differences between segments were minor; however, domestic walkers exhibited higher motivations to fulfil promises and traditions, likely aligned with psychological and sociological factors.