Sociodemographic aspects and their relationship with motivations, satisfaction and loyalty in ecotourism: a study in Costa Rica

Purpose: The objectives of this study were to (a) analyze the relationship between sociodemographic aspects and motivations in ecotourism and (b) identify the relationship between sociodemographic aspects and satisfaction and loyalty variables. Design/methodology/approach: The research was carried out in the Arenal National Park and the Caño Negro National Wildlife Refuge in Costa Rica, an ecologically important ecotourism destination. The sample consisted of 310 surveys obtained in situ. For data analysis, factor analysis and the multiple regression method were used. Findings: The results show that younger tourists tend to be more motivated by self-development, whereas older tourists and lower-income tourists are more motivated toward strengthening interpersonal relationships with family and friends. In contrast, tourists with lower education levels are highly motivated by novelty, feel more satisfied with the visit and are more willing to recommend and say positive things about the destination. Besides, repeat visitors are most likely to return. Research limitations/implications: The present study was limited by the timing in which it was carried out. Among the future lines of research, studies that address the relationship between sociodemographic variables in the different ecotourism segments should be conducted. Practical implications: Regarding the practical implications, this study helps companies related to tourism to pay attention to the sociodemographic characteristics of tourists to design activities and services according to their motivations, satisfaction and loyalty. For younger tourists who are motivated by self-development, activities and services related to learning about nature can be planned to encourage their personal growth, new abilities and individual skills. Regarding elderly and lower-income tourists, who are motivated to be with family and friends, recreational activities to improve family and friendship relationships can be promoted. Social implications: These findings will serve to plan attractions and services in protected areas, benefiting the destinations and the communities sustainably. Originality/value: One of the contributions of this study is to find a negative relationship between the level of education and other variables such as satisfaction, intentions to recommend and intentions to say positive things about the destination. This research also identified a negative relationship between age and the self-development motivational dimension, a positive relationship between age and being with family and friends dimension, a negative relationship between income and being with family and friends dimension and a negative relationship between the number of visits and the novelty dimension.