Predictive Motivations in Satisfaction and Loyalty in Sustainable Coastal and Marine Destinations: Galapagos National Park, Ecuador

Studying sustainability in marine and coastal tourism within national parks is essential to balance visitor use with the conservation of fragile ecosystems and biodiversity. In this context, the Galápagos Archipelago is a major coastal and marine destination in Ecuador, recognized as a UNESCO World Heritage Site. The aim of this empirical study was (i) to identify the principal motivational dimensions in sustainable coastal and marine destinations; (ii) to determine which motivations significantly predict tourist satisfaction in these contexts; and (iii) to establish which motivations influence loyalty in sustainable coastal and marine destinations. The research was conducted in situ, obtaining 407 valid questionnaires. Multiple regression analysis and exploratory factor analysis were applied. The results reveal six motivational factors: learning; heritage and nature; sun and beach; sports; authentic coastal experience; novelty; and social interaction. The motivation that most strongly predicts satisfaction is heritage and nature, followed by novelty. Likewise, the motivation that most strongly predicts loyalty is heritage and nature, with additional influence from sun and beach and sports motivations. These findings provide practical guidance for the development of sustainable destination management plans and contribute to the academic literature on sustainability, satisfaction, and loyalty in coastal and marine tourism contexts.