Author, as appears in the article.: Carvache-Franco, Wilmer; Carvache-Franco, Mauricio; Carvache-Franco, Orly; Hernandez-Lara, Ana B
Department: Gestió d'Empreses
URV's Author/s: Hernandez Lara, Ana Beatriz
Keywords: Travel motivation Tourist motivations Segmentation Satisfaction Rural-areas Push Motivation Marine destinations Loyalty Experience Demand Coastal Benefit segmentation Beach
Abstract: © 2020 Elsevier Ltd Coastal and marine destinations offer a variety of activities for their visitors. The objective of this empirical study was, considering the above assertation, analyzing the segmentation of the demand for this kind of destination in terms of customer motivations. This project was an on-site investigation conducted in the city of Salinas, an important coastal and marine destination in Ecuador. The researchers used 385 questionnaires and analyzed them with multivariate statistical techniques. The results show six motivational factors: “Authentic coastal experience,” “Heritage and nature,” “Learning,” “Novelty and social interaction,” “Physical activities” and “Sun and beach.” The study also shows the existence of two different segments of visitors. The first group labeled “Beach lovers” formed by tourists who have high motivation in such aspects related to the sun and the beach, this group refers to the motivational dimension “sun and beach.” The second group, labeled “Multiple coastal motives,” grouped tourists who have high values in all the motivational dimensions. The findings of this research suggest the need for a more refined and complete brand that could attract not only beach lovers but also other segments of tourists motivated by the different activities and features that this coastal and marine destination can offer.
Thematic Areas: Tourism, leisure and hospitality management Sociología Management Interdisciplinary research in the social sciences Hospitality, leisure, sport & tourism Ciencias sociales Ciências ambientais Business and management
ISSN: 22119736
Author's mail: anabeatriz.hernandez@urv.cat
Author identifier: 0000-0002-8110-9328
Record's date: 2024-08-24
Papper version: info:eu-repo/semantics/acceptedVersion
Link to the original source: https://www.sciencedirect.com/science/article/abs/pii/S2211973620300283
Licence document URL: https://repositori.urv.cat/ca/proteccio-de-dades/
Papper original source: Tourism Management Perspectives. 34 (100661): 100661-
APA: Carvache-Franco, Wilmer; Carvache-Franco, Mauricio; Carvache-Franco, Orly; Hernandez-Lara, Ana B (2020). Motivation and segmentation of the demand for coastal and marine destinations. Tourism Management Perspectives, 34(100661), 100661-. DOI: 10.1016/j.tmp.2020.100661
Article's DOI: 10.1016/j.tmp.2020.100661
Entity: Universitat Rovira i Virgili
Journal publication year: 2020
Publication Type: Journal Publications