Motivaciones y segmentación en destinos costeros y marinos durante la pandemia COVID-19: Un estudio de Jacó en Costa Rica

In recent years there has been a growing interest of tourists for the environment and the enjoyment
of the natural environment, the beach, and the beauties of the coasts. Costa Rica is not the
exception, especially in times of pandemic, where it becomes essential to know the perception that
national and foreign tourists have in the motivation to enjoy the Central Pacific Coast. This study is
designed to analyze the motivations of national and foreign tourism that visit Jacó. This quantitative
study will use a sample of approximately 300 on-site tourists. For data analysis, factor analysis and
non-hierarchical K-means segmentation are proposed. The results are intended to show the
motivations behind the demand in domestic and foreign tourism in Jacó as one of the most important
coastal and marine destinations in Costa Rica and its relationship between the demand segments
with satisfaction and loyalty during the pandemic. The research seeks to serve public institutions
and private companies so that they can develop a more efficient marketing plan in attracting tourists.

Identificar las motivaciones de la demanda en el turismo nacional y extranjero de Jacó como uno de los
destinos costeros y marinos de los más importantes en Costa Rica y su relación entre los segmentos de
demanda con la satisfacción y la lealtad durante la pandemia