Motivations of Ecotourists and Their Relationship with Sociodemographic Aspects, Satisfaction, and Loyalty: Puntilla de Santa Elena Marine Fauna Production Reserve, Ecuador

Abstract

This study aims to investigate the demand for ecotourism in marine protected areas by (a) identifying motivations specific to marine protected areas, (b) establishing the relationship between social and demographic variables and motivations, and (c) determining the relationship between social and demographic characteristics, satisfaction, and loyalty variables. The study was conducted in Santa Elena Province at the reserve called “Puntilla”, which is a coastal marine and fauna production reserve in Ecuador, a country renowned for its biodiversity. The sample comprised 369 on-site surveys. Factor analysis and stepwise multiple regression methods were used for data analysis. The results revealed associations between social and demographic variables and tourist motivations. Specifically, lower-income tourists were most motivated by “escape and ego-defensive function motivation” and reported higher satisfaction levels. Conversely, tourists who visited the destination less frequently displayed stronger motivations related to nature and showed high satisfaction. Furthermore, visitors who spent less at the destination demonstrated a greater intention to return and recommend the area to others. These findings hold significant implications for protected areas management and contribute to the scientific literature on ecotourism in similar protected areas.