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Motivations as a pbkp_redictor of satisfaction and loyalty in ecotourism

Abstract:

Ecotourism is a growing sector, which is increasingly important because it promotes the environment as well as activities that bring together humans and nature. This study analyse the motivations of ecotourism and their influence on satisfaction and intentions to return and recommend a protected area. The empirical analysis was carried out in The Fauna Production Reserve “Puntilla de Santa Elena” in Ecuador. It is the most visited protected area in this country, filled with natural and cultural wealth. The sample consisted of 369 surveys obtained in situ, using the convenience method. For the statistical procedure, a factor analysis and a multiple regression analysis were used. The approach was quantitative with simple random sampling. Among the findings, the motivational dimensions “Escape and ego-defensive function,” “Marine nature,” and “Building personal relationships” were found as pbkp_redictors of satisfaction in this destination. While the motivational dimensions “Escape and ego-defensive function,” “Marine nature,” and “Marine terrestrial” pbkp_redict the intentions of returning to this protected area. Also, the dimensions “Marine nature” and “Escape and ego-defensive function” pbkp_redict the intentions of recommending this destination. Therefore, products and services related to the nature and escape of tourists must be developed. This study analyses motivations as important pbkp_redictors of loyalty in ecotourism, which implies significant results that will serve to create management plans in protected areas. This research examined Ecuador's most visited protected areas, considering their natural and cultural attractions. The findings contribute significantly to the academic literature. Finally, this study's practical and social implications will allow institutions and companies related to ecotourism to have information to plan strategies related to nature, achieving better benefits for their sustainable management. Management implications: This study analyses motivations as important pbkp_redictors of loyalty in ecotourism, which implies significant results that will serve to create tailored management plans in protected areas. The management concept should strengthen activities different from the visitors'daily routine and related to the main natural attractions. Ideally, these activities also encourage a socialization among the tourists and/or with local inhabitants.