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Motivations of Ecotourists and Their Relationship with Sociodemographic Aspects, Satisfaction, and Loyalty: Puntilla de Santa Elena Marine Fauna Production Reserve, Ecuador

Author

Listed:
  • Mauricio Carvache-Franco

    (Universidad Bolivariana del Ecuador, Durán 092405, Ecuador)

  • Orly Carvache-Franco

    (Universidad Espíritu Santo, Km. 2.5 Vía a Samborondón, Samborondón 092301, Ecuador)

  • José Borja-Morán

    (Facultat de Turisme i Geografia, Universitat Rovira i Virgili, 43480 Tarragona, Spain)

  • Silvia Bustamante-Ruiz

    (Universidad Bolivariana del Ecuador, Durán 092405, Ecuador)

  • Amalia Aguay-Tomalá

    (Universidad Bolivariana del Ecuador, Durán 092405, Ecuador)

  • Wilmer Carvache-Franco

    (Facultad de Ciencias Sociales y Humanísticas, Escuela Superior Politécnica del Litoral, ESPOL, Guayaquil 090902, Ecuador)

Abstract

This study aims to investigate the demand for ecotourism in marine protected areas by (a) identifying motivations specific to marine protected areas, (b) establishing the relationship between social and demographic variables and motivations, and (c) determining the relationship between social and demographic characteristics, satisfaction, and loyalty variables. The study was conducted in Santa Elena Province at the reserve called “Puntilla”, which is a coastal marine and fauna production reserve in Ecuador, a country renowned for its biodiversity. The sample comprised 369 on-site surveys. Factor analysis and stepwise multiple regression methods were used for data analysis. The results revealed associations between social and demographic variables and tourist motivations. Specifically, lower-income tourists were most motivated by “escape and ego-defensive function motivation” and reported higher satisfaction levels. Conversely, tourists who visited the destination less frequently displayed stronger motivations related to nature and showed high satisfaction. Furthermore, visitors who spent less at the destination demonstrated a greater intention to return and recommend the area to others. These findings hold significant implications for protected areas management and contribute to the scientific literature on ecotourism in similar protected areas.

Suggested Citation

  • Mauricio Carvache-Franco & Orly Carvache-Franco & José Borja-Morán & Silvia Bustamante-Ruiz & Amalia Aguay-Tomalá & Wilmer Carvache-Franco, 2024. "Motivations of Ecotourists and Their Relationship with Sociodemographic Aspects, Satisfaction, and Loyalty: Puntilla de Santa Elena Marine Fauna Production Reserve, Ecuador," Sustainability, MDPI, vol. 16(20), pages 1-16, October.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:20:p:8843-:d:1497320
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    References listed on IDEAS

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    1. Villasante, Sebastian & Lopes, Priscila F.M. & Coll, Marta, 2016. "The role of marine ecosystem services for human well-being: Disentangling synergies and trade-offs at multiple scales," Ecosystem Services, Elsevier, vol. 17(C), pages 1-4.
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