Motivations as predictive variables of satisfaction and loyalty in coastal and marine destinations: a study in Acapulco, Mexico

Purpose The purpose of this study is to find the underlying variables of travel motivations associated with a coastal and marine destination, and the motivations that predict satisfaction and the intention to return and recommend a destination, as loyalty variables. Design/methodology/approach Coastal and marine destinations are highly visited by travelers for their variety of tourist activities. Motivation is one of the crucial aspects to understand visitors' behavior in these tourist places. This in situ research was conducted in Acapulco, a major tourist destination in Mexico. The 441 questionnaires gathered were analyzed using exploratory factor analysis, confirmatory factor analysis and the stepwise multiple regression method. Findings The results show six underlying variables or motivational factors: heritage and nature, learning, sun and beach and physical activities, authentic coastal experience, social interaction and novelty. The novelty dimension is the most important and influential predictor of satisfaction and loyalty, followed by social interaction and learning. Research limitations/implications Timing was the main limitation of the present study, considering that the survey was administered in March and April, and the demand could vary in different seasons. The findings will contribute to academic literature and will offer valuable information to tourist destination planners. Practical implications Acapulco's potential for coastal and marine tourism has been identified. This destination should organize activities related to the motivational factors found, for example, visits to museums, craft markets and walks can increase visitors' heritage and nature motivations. Community visits can help to promote the authentic coastal experience dimension. Increasing the offer of water sports will better position the sun & beach and physical activities motivation. As novelty is the most predictive variable, activities that include the novelty component and related to beach festivals, coastal events, educational workshops, sports contests, parades, gastronomic activities and navigable tours should be carried out. Social implications The results will serve as management guides for the destination management organizations and as sources of information for the companies involved in marketing to develop products according to the demand found. Originality/value Until now, tourism studies have been carried out on the influence of motivations as predictive variables of satisfaction and loyalty in different types of destinations. However, research in coastal and marine destinations is scarce, representing a gap in the academic literature.

Automated summary

This study conducted in Acapulco, Mexico, identified six underlying variables of travel motivations, including cultural heritage, nature, learning, sun and beach activities, authentic coastal experience, social interaction, and novelty. The findings revealed that novelty is the most important predictor of satisfaction and loyalty, followed by social interaction and learning.