Segmentation by Recreational Experiences in Coastal Natural Destinations

Abstract

Tourism in coastal and marine areas offers a wide variety of recreational activities. This study had the following objectives: (i) to identify the dimensions of recreational experiences in coastal and marine destinations focused on insular marine protected areas (MPAs); (ii) to determine the demand segments for recreational experiences; and (iii) to establish the relationship between the demand segments for recreational experiences and satisfaction and loyalty. The study was conducted in the Galapagos Islands of Ecuador, and 407 valid questionnaires were collected in situ. The statistical techniques used were factor analysis and the non-hierarchical k-means clustering method. The results reveal four dimensions of the recreational experience in coastal and marine destinations focused on insular MPAs: Ecological Observation, Experiential Learning, Experiential Reflection, and Sensory Experience. Additionally, three differentiated demand segments for recreational experiences were identified: Aestheticians, Multiple Recreational Experiencers, and Hedonists. Among these groups, the Multiple Recreational Experiencers segment was the most satisfied and had the highest levels of loyalty in island MPAs. These findings will help MPA managers create sustainable development plans and contribute to the academic literature on coastal and marine tourism