Segmentation, motivation, and sociodemographic aspects of tourist demand in a coastal marine destination: A case study in Manta (Ecuador)

Identifier:  imarina:5809750

Handle: https://hdl.handle.net/20.500.11797/imarina5809750

Authors:  Carvache-Franco, M; Carvache-Franco, W; Carvache-Franco, O; Hernández-Lara, AB; Buele, CV

Abstract:
© 2019, © 2019 Informa UK Limited, trading as Taylor & Francis Group. Coastal marine tourism offers new alternatives for tourist recreation in coastal destinations having natural and cultural attractions. The objective of this study is to create a demand segmentation of a costal marine destination in terms of tourists’ motivations as related to their sociodemographic parameters and trip characteristics. The empirical work was carried out in situ in the city of Manta, Ecuador, by administering a questionnaire to 390 visitors to the city and conducting multivariate statistical techniques on the data collected. The results show that there are three motivational dimensions which might be termed: ecotourism / gastronomy, sun / beach / entertainment, and relaxation and which determine three tourist clusters. Firstly, the ‘beach lovers’ tourists, who have high motivations for resting, and enjoying the sun, beach and entertainment activities. Secondly, the ‘eco-coastal’ tourists who, besides their high motivations for resting, sun, and the beach, also enjoy the typical cuisine, and the attractions offered by the city. The ‘multiple motives’ tourists, have high motivations for all the available attractions. Regarding the sociodemographic variables and the trip characteristics, the findings suggest that the older the tourist, the higher their level of motivation and the greater their motivations for sun, beach and gastronomy; students have also high motivations for the sun and the beach. The greater the frequency of visits, the higher the level of motivation and the satisfaction of these tourists, and the greater the motivation for coastal tourism and gastronomy. These results offer a basis for tourism providers to develop products and services customized to demand.