In recent years, the interests and motivations of tourists for nature and leisure have increased. The objectives of this study include following: (i) identifying the underlying variables or motivational dimensions in ecotourism; and (ii) analyzing the demand segmentation in ecotourism. This empirical study was conducted in The Arenal National Park and The Caño Negro National Wildlife Refuge in Costa Rica, a country with ecological importance for ecotourism. The sample consisted of 310 surveys obtained in situ. For data analysis, factor analysis and a non-hierarchical K-means segmentation were performed. In the study, seven motivational dimensions in ecotourism were obtained, such as “Self-development”, “Interpersonal relationships and ego-defensive function”, “Nature”, “Building personal relationships”, “Rewards” and “Escape”. Moreover, the characteristics of the different segments are established according to their motivations; thus, there are three segments of ecotourists: “Reward and escape”, “Multiple motives” and “Nature”. The findings of this research provide management guides to public institutions and information for companies for developing products according to demand.

Ecotourism allows activities in contact with nature in protected natural areas to contribute to environmental care. This study seeks to establish the dimensions of perceived value in ecotourism and analyze its relationship with satisfaction and loyalty. It was an in situ research carried out in two protected areas of Costa Rica: Arenal National Park and Caño Negro National Wildlife Refuge. The sample consisted of 310 surveys for domestic and foreign tourists. The data were interpreted through a factorial analysis to identify the dimensions that make up the perceived value. Also, Spearman's correlation technique and the stepwise multiple regression method were used to find the relationships among the variables. The findings show that there are three dimensions of perceived value: economic-functional, emotional, and social. Overall satisfaction and loyalty had a high average score, and the dimensions found are significantly and positively related to overall satisfaction. The "economic-functional value" dimension has a greater influence on overall satisfaction, and the "emotional value" dimension is the most significant predictor of the intentions to return, recommend, and say positive things about the ecotourism destination.

Perceived value influences the future behavior of tourists in sustainable coastal destinations, and thus is crucial for the elaboration of development plans. This study aims to: (i) identify the dimensions of the perceived value of demand in a coastal and marine destination; (ii) determine the dimensions of the perceived value that predict the satisfaction of the demand of a coastal and marine destination; and (iii) establish the dimensions of perceived value that predict loyalty variables such as return, recommendation, and saying positive things about a coastal and marine destination. This research was carried out in Jacó, a sustainable tourist destination on the Pacific Ocean coast located in the Central American country of Costa Rica. The sample collection was carried out on-site in June 2021 during the COVID-19 pandemic. This quantitative study used a sample of 304 valid questionnaires. Factor analysis and the multiple regression method were performed for data analysis. The results show three dimensions in the perceived value, namely, the emotional and functional value, the social value, and the economic value. The emotional and functional dimension is the most important predictor of satisfaction and loyalty in variables such as return, recommendation, and saying positive things about a coastal and marine destination. The results can serve as a management guide for managers of coastal and marine destinations and as information for service providers to develop products according to demand.

PurposeThe objectives of this study were to (a) analyze the relationship between sociodemographic aspects and motivations in ecotourism and (b) identify the relationship between sociodemographic aspects and satisfaction and loyalty variables.Design/methodology/approachThe research was carried out in the Arenal National Park and the Caño Negro National Wildlife Refuge in Costa Rica, an ecologically important ecotourism destination. The sample consisted of 310 surveys obtained in situ. For data analysis, factor analysis and the multiple regression method were used.FindingsThe results show that younger tourists tend to be more motivated by self-development, whereas older tourists and lower-income tourists are more motivated toward strengthening interpersonal relationships with family and friends. In contrast, tourists with lower education levels are highly motivated by novelty, feel more satisfied with the visit and are more willing to recommend and say positive things about the destination. Besides, repeat visitors are most likely to return.Research limitations/implicationsThe present study was limited by the timing in which it was carried out. Among the future lines of research, studies that address the relationship between sociodemographic variables in the different ecotourism segments should be conducted.Practical implicationsRegarding the practical implications, this study helps companies related to tourism to pay attention to the sociodemographic characteristics of tourists to design activities and services according to their motivations, satisfaction and loyalty. For younger tourists who are motivated by self-development, activities and services related to learning about nature can be planned to encourage their personal growth, new abilities and individual skills. Regarding elderly and lower-income tourists, who are motivated to be with family and friends, recreational activities to improve family and friendship relationships can be promoted.Social implicationsThese findings will serve to plan attractions and services in protected areas, benefiting the destinations and the communities sustainably.Originality/valueOne of the contributions of this study is to find a negative relationship between the level of education and other variables such as satisfaction, intentions to recommend and intentions to say positive things about the destination. This research also identified a negative relationship between age and the self-development motivational dimension, a positive relationship between age and being with family and friends dimension, a negative relationship between income and being with family and friends dimension and a negative relationship between the number of visits and the novelty dimension.

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