Purpose – Travel motivation has received considerable attention in the tourism literature. Although motivation is only one variable explaining tourist behaviour, it is regarded as one of the most important. Hence, nature‐based tourism resources as non‐market goods or destination goods have...

Globalization and internationalization tendencies imply new challenges for small and medium‐sized enterprises (SMEs), which are either facing the pressure to achieve short‐term profits, or have to attract new market segments by means of long‐term strategies. This trend raises the question...