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The objective of this study is to investigate the impact of price, value, satisfaction, quality, and performance on the loyalty of ecotourists toward the destination. By using an attitudinal approach, the study conceptualizes loyalty by analyzing the post-purchase decision-making of the ecotourists (i.e., their intent to return to, or recommend, the destination). The analysis is based on 454 on-site surveys collected from ecotourists visiting the Galapagos Islands in Ecuador. The results from the path analysis indicate that ecotourists are unlikely to return but are willing to recommend the destination. The findings suggest that the Galapagos Islands may be perceived as an iconic destination and considered a "once in a lifetime experience". The loyalty of ecotourists to the Galapagos is reflected only by their willingness to recommend the destination. The article concludes with recommendations for tourism and government organizations regarding the management of word of mouth (WOM) communications and first time visitors in an attempt to improve sustainability.

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