Title

Ecotourists' Loyalty: Will They Tell About the Destination or Will They Return?

Keywords

ecotourists, Galapagos islands, behavioral intentions, customer satisfaction, word of mouth

Abstract

The objective of this study is to investigate the impact of price, value, satisfaction, quality, and performance on the ecotourists' loyalty towards the destination. By using an attitudinal approach, loyalty is conceptualised by analysing the post-purchase decision-making of the ecotourists (intent to return or recommend). The analysis is based on 454 on-site surveys collected from ecotourists visiting the Galapagos Islands in Ecuador. The results from path analysis indicate that ecotourists are not likely to return but are willing to recommend the destination. The findings suggest that the Galapagos Islands might be perceived as an iconic destination and considered a ‘once in a lifetime experience’. The ecotourists' loyalty to the Galapagos is only reflected by their willingness to recommend. The article concludes with recommendations for tourism and government organisations regarding the management of word of mouth communications and first-time visitors in an attempt to improve sustainability.

Publication Date

5-17-2010

Original Citation

Rivera, M. & Croes, R. (2010). Ecotourists’ loyalty: Will they tell about the destination or will they return? Journal of Ecotourism. 9(2), 85-103.

Number of Pages

85-103

Document Type

Paper

Language

English

Source Title

Journal of Ecotourism

Volume

9

Issue

2

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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http://dx.doi.org/10.1080/14724040902795964

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