Articles producció científica> Gestió d'Empreses

From motivation to segmentation in coastal and marine destinations: a study from the Galapagos Islands, Ecuador

  • Identification data

    Identifier: imarina:7979995
    Authors:
    Carvache-Franco, WilmerCarvache-Franco, MauricioBeatriz Hernandez-Lara, Ana
    Abstract:
    © 2020 Informa UK Limited, trading as Taylor & Francis Group. National parks with marine reserves have great potential for coastal and marine tourism. In this regard, the Galapagos archipelago is an important coastal and marine destination in Ecuador declared a World Heritage Site by UNESCO. The objective of this empirical study was to analyze demand segmentation considering tourists’ motivations in this destination. The research was carried out in situ, and multivariate statistical techniques were used to analyze the 407 questionnaires collected. The results show six motivational factors: learning, heritage and nature, sun and beach, sports, authentic coastal experience, novelty, and social interaction. Two different segments of visitors have also been found. The first group, called ‘Multiple Motives,’ is formed by tourists with high motivation in all the motivational variables that include sun and beach. The second group, called ‘Eco-coastal,’ is made up of tourists who have a great motivation to experience marine life and national parks, discovering new things they are not used to, and for knowing their flora and fauna. From these findings, useful recommendations emerge for service providers and institutions related to the tourist offer in this kind of coastal and marine destinations.
  • Others:

    Author, as appears in the article.: Carvache-Franco, Wilmer; Carvache-Franco, Mauricio; Beatriz Hernandez-Lara, Ana
    Department: Gestió d'Empreses
    URV's Author/s: Hernandez Lara, Ana Beatriz
    Keywords: Travel motivation Tourist motivations Tourism Sustainable Satisfaction Push Loyalty Experience Demand Beach Areas
    Abstract: © 2020 Informa UK Limited, trading as Taylor & Francis Group. National parks with marine reserves have great potential for coastal and marine tourism. In this regard, the Galapagos archipelago is an important coastal and marine destination in Ecuador declared a World Heritage Site by UNESCO. The objective of this empirical study was to analyze demand segmentation considering tourists’ motivations in this destination. The research was carried out in situ, and multivariate statistical techniques were used to analyze the 407 questionnaires collected. The results show six motivational factors: learning, heritage and nature, sun and beach, sports, authentic coastal experience, novelty, and social interaction. Two different segments of visitors have also been found. The first group, called ‘Multiple Motives,’ is formed by tourists with high motivation in all the motivational variables that include sun and beach. The second group, called ‘Eco-coastal,’ is made up of tourists who have a great motivation to experience marine life and national parks, discovering new things they are not used to, and for knowing their flora and fauna. From these findings, useful recommendations emerge for service providers and institutions related to the tourist offer in this kind of coastal and marine destinations.
    Thematic Areas: Tourism, leisure and hospitality management Human geography and urban studies Hospitality, leisure, sport & tourism Geography, planning and development Geografía General o multidisciplinar Environmental studies Economia Ciencias sociales
    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.tandfonline.com/doi/abs/10.1080/13683500.2020.1811651?journalCode=rcit20
    Licence document URL: https://repositori.urv.cat/ca/proteccio-de-dades/
    Papper original source: Current Issues In Tourism. 24 (16): 2325-2341
    APA: Carvache-Franco, Wilmer; Carvache-Franco, Mauricio; Beatriz Hernandez-Lara, Ana (2021). From motivation to segmentation in coastal and marine destinations: a study from the Galapagos Islands, Ecuador. Current Issues In Tourism, 24(16), 2325-2341. DOI: 10.1080/13683500.2020.1811651
    Article's DOI: 10.1080/13683500.2020.1811651
    Entity: Universitat Rovira i Virgili
    Journal publication year: 2021
    Publication Type: Journal Publications
  • Keywords:

    Geography, Planning and Development,Hospitality, Leisure, Sport & Tourism,Tourism, Leisure and Hospitality Management
    Travel motivation
    Tourist motivations
    Tourism
    Sustainable
    Satisfaction
    Push
    Loyalty
    Experience
    Demand
    Beach
    Areas
    Tourism, leisure and hospitality management
    Human geography and urban studies
    Hospitality, leisure, sport & tourism
    Geography, planning and development
    Geografía
    General o multidisciplinar
    Environmental studies
    Economia
    Ciencias sociales
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