Tourist Motivations and Segmentation in Coastal Tourism: A Study in Montañita, Ecuador

Mauricio Carvache-Franco, Lidija Bagarić, Orly Carvache-Franco and Wilmer Carvache-Franco ()
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Mauricio Carvache-Franco: Universidad Bolivariana del Ecuador, Campus Durán Km 5.5 Vía Durán Yaguachi, Durán 092405, Ecuador
Lidija Bagarić: Faculty of Tourism and Hospitality Management, University of Rijeka, Primorska 46, 51410 Opatija, Croatia
Orly Carvache-Franco: Universidad Espíritu Santo, Km. 2.5 Vía a Samborondón, Samborondón 092301, Ecuador
Wilmer Carvache-Franco: Facultad de Ciencias Sociales y Humanísticas, Escuela Superior Politécnica del Litoral, ESPOL, Campus Gustavo Galindo Km 30.5 Vía Perimetral, Guayaquil 090902, Ecuador

Sustainability, 2025, vol. 17, issue 11, 1-18

Abstract: Coastal tourism benefits the sustainability of destinations and includes a wide range of experiences related to sun and sand, culture, nature, and social interactions. This study aimed to (i) identify the motivations driving tourists to coastal destinations, (ii) determine the tourist segments in these destinations, and (iii) examine the relationship between these tourist segments and satisfaction and loyalty. The research was conducted in Montañita, Ecuador, a renowned surfing and water sports destination frequented by both national and international tourists. The sample consisted of 380 valid questionnaires, analyzed using factor analysis, K-means clustering, and Pearson’s chi-square test. The findings revealed five motivational dimensions: Culture and Nature, Novelty and Social Interaction, Sun and Beach, Sports, and Entertainment. Two distinct tourist segments were also identified: Multiple Motives tourists and Sun and Beach tourists. Among these, the Multiple Motives group exhibited higher levels of satisfaction and loyalty. These insights are valuable for destination managers and tourism service providers, offering practical applications for enhancing visitor experiences. Additionally, this study contributes to the existing academic literature on coastal tourism.

Keywords: sustainability; motivation; segmentation; satisfaction; loyalty; coastal tourism (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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