Perceived value and loyalty in natural destination Marketing.

Resumen

This study focuses on how ecotourism can promote nature-based activities while contributing to environmental conservation. The research aims to: (i) identify the dimensions of perceived value in ecotourism and (ii) examine the predictive relationships between these dimensions and ecotourists' satisfaction and loyalty. The study was conducted in the Posets-Maladeta Natural Park in Spain, with a sample of 341 valid questionnaires collected on-site. For data analysis, factor analysis and stepwise multiple regression technique were applied. The results reveal that perceived value can be divided into three dimensions: economic, functional, and social-emotional. Among these, the "functional" dimension emerged as the most relevant predictor of satisfaction and ecotourists' intention to return. These findings provide valuable insights for institutions managing protected areas and tourism service providers, helping them design tourism products that align with tourists' perceived values.