The Perceived Value and Future Behavioral Intentions in Ecotourism: A Study in the Mediterranean Natural Parks from Spain

Abstract

Ecotourism is becoming increasingly important in natural parks because it raises the value of the environment for the visitor. The present study aimed to (i) establish the factors of the perceived value in ecotourism and (ii) analyze the predictive relationships of the dimensions of the perceived value with the satisfaction and loyalty of ecotourists. The study was carried out in the Albufera Natural Park and the Serranía de Cuenca Natural Park, two protected areas in the Mediterranean area of Spain. The sample collected in situ consisted of 349 valid questionnaires. An exploratory factor analysis (EFA), a confirmatory factor analysis (CFA), and multiple regression techniques were performed for data analysis. The results established three dimensions in the perceived value: functional and emotional, economic, and social, being the “functional and emotional” value the most significant predictor of satisfaction and loyalty of ecotourists. The findings will allow institutions to have a management guide for protected areas.

Keywords

• ecotourism
• perceived value
• loyalty
• natural parks