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Segmentation by Image Attributes in Island Marine Protected Areas: The Galapagos Islands, Ecuador

Author

Listed:
  • Mauricio Carvache-Franco

    (Universidad Bolivariana del Ecuador, Campus Durán Km 5.5 Vía Durán Yaguachi, Durán 092405, Ecuador)

  • Orly Carvache-Franco

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

  • Tahani Hassan

    (Brunel Business School, Kingston Lane, Brunel University London, Uxbridge, Middlesex, London UB8 3PH, UK)

  • Ivonne León-Espinoza

    (Universidad Bolivariana del Ecuador, Campus Durán Km 5.5 Vía Durán Yaguachi, Durán 092405, Ecuador)

  • Wilmer Carvache-Franco

    (Facultad de Ciencias Sociales y Humanísticas, Escuela Superior Politécnica del Litoral ESPOL, Campus Gustavo Galindo Km 30.5 Vía Perimetral, Guayaquil 090902, Ecuador)

Abstract

The image attributes of a tourist destination are the elements that make up the perception that visitors have about a place. Segmenting by image attributes is establishing subgroups of tourists, differentiating them by the way they perceive the image of the destination. The present study in a marine protected area aimed to (i) identify image attributes, (ii) establish segments based on image attributes, (iii) determine the relationship between image segments, satisfaction, and behavioral loyalty, and (iv) ascertain the socio-demographic characteristics of image segments in insular marine protected areas. This study was conducted in the Galapagos Islands of Ecuador, a marine protected Pacific Ocean area declared a World Heritage Site. A total of 407 surveys were collected in situ. The data were interpreted using factor analysis techniques and non-hierarchical K-means cluster analysis. The results show four image attributes in marine protected areas: Staff Attention, Tourist Facilities, Nature and People, and Cultural Attractions. Likewise, three segments based on image attributes were identified: the Passive segment, with low scores overall; Nature, with high scores only in attributes related to nature; and the Want It All segment, with high scores in all image attributes. Among these groups, the Want it All segment demonstrates the highest satisfaction and loyalty levels. The results will serve as management guidelines for marine protected area administrators and contribute to academic literature.

Suggested Citation

  • Mauricio Carvache-Franco & Orly Carvache-Franco & Tahani Hassan & Ivonne León-Espinoza & Wilmer Carvache-Franco, 2025. "Segmentation by Image Attributes in Island Marine Protected Areas: The Galapagos Islands, Ecuador," Sustainability, MDPI, vol. 17(4), pages 1-18, February.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:4:p:1375-:d:1586213
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    References listed on IDEAS

    as
    1. Mauricio Carvache-Franco & Wilmer Carvache-Franco & Orly Carvache-Franco & Ana B. Hernández-Lara & Cesar Villagómez Buele, 2020. "Segmentation, motivation, and sociodemographic aspects of tourist demand in a coastal marine destination: a case study in Manta (Ecuador)," Current Issues in Tourism, Taylor & Francis Journals, vol. 23(10), pages 1234-1247, May.
    2. Carlos Mestanza-Ramón & Maritza Sanchez Capa & Hilter Figueroa Saavedra & Juana Rojas Paredes, 2019. "Integrated Coastal Zone Management in Continental Ecuador and Galapagos Islands: Challenges and Opportunities in a Changing Tourism and Economic Context," Sustainability, MDPI, vol. 11(22), pages 1-17, November.
    3. Rami K. Isaac & Tala Abu Eid, 2019. "Tourists’ destination image: an exploratory study of alternative tourism in Palestine," Current Issues in Tourism, Taylor & Francis Journals, vol. 22(12), pages 1499-1522, July.
    Full references (including those not matched with items on IDEAS)

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