FROM SATISFACTION IN ECO-TOURISM TO LOYALTY IN A NATIONAL PARK

Abstract

Doing ecotourism in national parks offers a wide array of opportunities to help to preserve nature while performing recreational activities. The goal of this study is to analyze the issues related to the levels of satisfaction after engaging in eco-tourism in a national park. The empirical study was conducted in-situ in Ecuador, at the Machalilla National Park, which has become an important humpback whale sighting destination. 386 questionnaires were analyzed using univariate and bivariate quantitative techniques. The findings showed an overall high level of satisfaction and loyalty to the ecotourism site. The most valued factors in the satisfaction measure were, tranquility, conservation of the natural and cultural patrimony, humane treatment received, and gastronomic quality. In eco-tourism, general satisfaction influences the intentions of returning, recommending, and saying positive things about the visited destination.

Keywords

• eco-tourism
• satisfaction
• loyalty
• demand
• machalilla