Abstract
Coastal and marine destinations offer alternate options for the sun and the beach, options that are related to nature and culture. This empirical study aims to segment the demand of domestic tourism in coastal and marine destinations and its relationship with satisfaction and loyalty. A factorial analysis and an analysis of K-means clusters were used to reduce and group data. Six motivational dimensions are evident heritage and nature, learning, and sun and beach; and physical, authentic coastal experience, novelty, and social interaction. Two segments were found: the “multiple coastal motives,” which returned a high motivation among the motivational variables proposed and are related to all the factors found, and the “beach lovers”, with high motivation in the aspects of sun and beach, resting, and wanting to see things they do not usually see. These two segments are related to the dimensions of sun and beach and novelty. The multiple coastal motives rendered higher levels of satisfaction and in some variables of future behavior, which shows the relationship of the motivation with the visit. The findings are used to develop marketing plans appropriate to the characteristics of the demand found in each group.
Highlights
Coastal and marine tourism offer a set of activities related to a destination’s natural and cultural resources
The present study proposed to carry out a segmentation of domestic tourism markets and their relationship with satisfaction and loyalty in coastal and marine destinations
The main objective of this study is to establish a segmentation based on the motivations and the relationship of these segments with various variables that affect the future behavior of the visit, such as satisfaction, return, recommendation, and saying positive things about the coastal and marine destination
Summary
Coastal and marine tourism offer a set of activities related to a destination’s natural and cultural resources. We can talk about a modality that includes a variety of activities on the coast. In this sense, for [2], marine tourism is related to recreational activities that involve traveling from the place of residence and that have the marine environment as host or focus. Marine tourism currently extends beyond activities on the beach to a wide spectrum of activities, such as diving, snorkeling, windsurfing, water skiing, fishing, kayaking, visiting fishing villages, marine parks and aquariums, sailing and motor boating, and assistance to maritime events, such as races, in addition to local cruises [3].
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