Exploring the Relationship Between Motivations, Satisfaction, and Loyalty: Insights from the Galápagos Islands, a World Heritage Site

Abstract

Motivations for traveling to World Heritage natural destinations shape important theories for academic research. This study aims to analyze the influence of motivational factors on tourist satisfaction in the Galápagos Islands. The quantitative study was conducted in situ; a total of 407 valid questionnaires were collected at Mann Beach on San Cristobal Island in the Galápagos Islands, Ecuador. Through structural equation modeling, the analysis identified key motivations contributing to satisfaction, with novelty-seeking and social interaction emerging as key determinants. In contrast, motivations such as learning and authentic coastal experiences were found to have an insignificant impact on tourists’ overall perceptions. The findings also confirmed a strong positive relationship between satisfaction and loyalty, demonstrating that satisfied tourists are more likely to return and spread positive word-of-mouth about the destination. These results highlight the importance of designing tourism experiences that align with visitors’ expectations for social interaction and novelty, thereby enhancing the sustainability and reputation of the Galápagos Islands as a unique destination.