Consumer behavior in Marketing: Sociodemographic aspects, satisfaction and loyalty

Abstract

The objective of this study was to determine the relationship between sociodemographic aspects and the variables of satisfaction and loyalty in marine protected areas. The research was carried out in the La Puntilla de Santa Coastal Marine Fauna Production Reserve in Ecuador. The sample was made up of 369 surveys obtained on site. The multiple regression method was used to analyze the data. The results show that the tourists who have visited the marine protected areas the most and who spent the least were the most satisfied and those who had the most intentions to return and recommend the marine protected area. These findings will serve as action guides for marine protected area managers and will contribute to the literature on consumer behavior.