From motivation to segmentation in coastal and marine destinations: a study from the Galapagos Islands, Ecuador

A study of the Galápagos Islands reveals two distinct tourist segments based on their motivations: 'Multiple Motives,' characterized by a strong preference for sun and beach activities, and 'Eco-coastal,' driven by interests in marine life, national parks, and discovering unique flora and fauna. The research, conducted through 407 questionnaires analyzed using multivariate statistical techniques, identified six key motivational factors influencing visitor behavior. These findings provide actionable insights for service providers and institutions to tailor their offerings effectively in coastal and marine destinations.

Carvache-Franco, W., Carvache-Franco, M., & Hernández-Lara, A. B. (2020). From motivation to segmentation in coastal and marine destinations: a study from the Galapagos Islands, Ecuador. Current Issues in Tourism, 24(16), 2325–2341. https://doi.org/10.1080/13683500.2020.1811651