Segmentation, Motivation and Management in Coastal destinations

Resumen

Tourist activities on the coast are varied and include aspects related to culture, the beach, the sun, nature, and social life. This study aimed to achieve the following objectives: (i) identify the motivations of tourists and visitors; (ii) determine the demand segments; and (iii) identify the relationship between demand segmentation, satisfaction, and loyalty in coastal tourism. The study was conducted in situ in the city of Montañita, Ecuador, a renowned destination for surfing and water sports, visited by both domestic and international tourists. The sample consisted of 380 valid questionnaires. The techniques employed included factor analysis, the K-means clustering method, and Pearson's chi-square test. Five motivational dimensions were identified: culture and nature, novelty and social interaction, sun and beach, and sports and entertainment. Two clearly differentiated segments were identified: the multi-motive tourist and the sun and beach tourist. The multi-motive group showed a higher level of expectation fulfillment, satisfaction, and loyalty in coastal tourism. The results will be useful for destination managers and tourism service providers, as well as contributing to existing academic knowledge on coastal tourism