Image, Loyalty and Management in natural destinations

Abstract

This study aimed to: identify the attribute factors related to the image of a marine protected area and determine which of these factors explain tourist satisfaction and behavioral loyalty. The study was conducted in the Galápagos Islands, a marine protected area in Ecuador, South America. A total of 407 tourist questionnaires were collected on-site, including both domestic and international visitors, and factor analysis techniques along with multiple linear regressions were applied. The findings reveal four factors in the image attributes of marine protected areas: Staff Attention, Tourist Facilities, Nature, and Cultural Activities. Among the factors that explain satisfaction with the tourist destination, as well as the intention to recommend it and speak positively about it, Nature and Staff Attention at the destination were identified. Meanwhile, the Cultural Activities factor best explains the intentions to revisit the destination. These results can be useful for marine protected area managers in developing sustainable management plans