Consumer Behavior and Management in a Coastal Destination: An Analysis of Sociodemographic, Motivational, and Loyalty Characteristics

Abstract

Sustainable coastal destinations offer a wide range of activities related to nature and culture. This study pursues the following objectives: (a) to identify the motivational dimensions of demand in a coastal destination; (b) to determine the relationship between sociodemographic variables and the motivational factors influencing demand in a coastal destination; and (c) to analyze the relationship between sociodemographic variables and loyalty in coastal destinations. The research was conducted in Montañita, a surf-oriented coastal town in Ecuador characterized by its sustainability and water-based sports. A quantitative approach was adopted, using a sample of 380 valid questionnaires collected in situ. Data analysis was performed using Factor Analysis and Multiple Regression techniques. The results reveal five motivational dimensions in sustainable coastal destinations. Furthermore, visitors’ age significantly influences motivations related to culture and nature, sports activities, and return intentions. Younger tourists show stronger motivations toward nature and cultural experiences, as well as coastal sports, and they also exhibit a higher intention to revisit the destination. These findings contribute to the academic literature on coastal destinations and provide practical management guidelines for companies involved in the development, commercialization, and promotion of tourism products and services