Segmentation by recreation experiences of demand in coastal and marine destinations: A study in Galapagos, Ecuador

Tourism in coastal and marine areas offers a wide variety of recreational activities. The present study had the following objectives: (i), identify the dimensions of recreational experiences in coastal and marine destinations focused on island marine protected areas (ii) determine the demand segments for recreational experiences, and (iii) establish the relationship between the demand segments for recreational experiences and the satisfaction and loyalty. The study was conducted in the Galápagos Islands of Ecuador, and 407 valid questionnaires were collected on-site. The statistical techniques used were factor analysis and the non-hierarchical k-means clustering method. The results reveal four dimensions of the recreational experience in coastal and marine destinations focused on island marine protected areas: Ecological Observation, Experiential Learning, Experiential Reflection, and Sensory Experience. Additionally, three demand segments differentiated by recreational experiences were identified: The Estheticians, the Multi-Experience Recreationists, and the Hedonists. Among these groups, the Multi-Experience Recreationists segment was the most satisfied and exhibited higher levels of loyalty in insular protected marine areas. These findings will assist managers of protected marine areas in creating sustainable development plans and contribute to the academic literature on coastal and marine tourism.