Motivations and Loyalty of the Demand for Adventure Tourism as Sustainable Travel

Adventure tourism as a form of sustainable tourism is a potential source of social, economic, and environmental development, and the more the tourism industry is exploited in a responsible manner, the greater the development of a country. The present research proposes the following objectives: (i) t...

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Veröffentlicht in:Sustainability 2022-07, Vol.14 (14), p.8472
Hauptverfasser: Carvache-Franco, Mauricio, Contreras-Moscol, Daniel, Orden-Mejía, Miguel, Carvache-Franco, Wilmer, Vera-Holguin, Héctor, Carvache-Franco, Orly
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container_end_page
container_issue 14
container_start_page 8472
container_title Sustainability
container_volume 14
creator Carvache-Franco, Mauricio
Contreras-Moscol, Daniel
Orden-Mejía, Miguel
Carvache-Franco, Wilmer
Vera-Holguin, Héctor
Carvache-Franco, Orly
description Adventure tourism as a form of sustainable tourism is a potential source of social, economic, and environmental development, and the more the tourism industry is exploited in a responsible manner, the greater the development of a country. The present research proposes the following objectives: (i) to identify the motivational dimensions of demand in an adventure destination, and (ii) to determine the motivational dimensions of demand that predict the return, recommendation, and saying positive things of the adventure destination as loyalty variables. The study was carried out during the COVID-19 pandemic in Guayaquil, and the participants had visited the province of Santa Elena in Ecuador, an adventure tourism destination. This quantitative study used a sample of 318 valid questionnaires that were collected online and analyzed using factor analysis and the multiple regression enter method. The results show five motivational dimensions in adventure tourism: learning, social, biosecurity, relaxation, and competence mastery. The relaxation dimension is the most important and most influential predictor in return, recommendation, and saying positive things about the demand for adventure tourism. The results will contribute as management guides for DMOs and as sources of information for companies involved in the marketing and development of post-pandemic products. The study is also a contribution to the academic literature on adventure destinations.
doi_str_mv 10.3390/su14148472
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source Elektronische Zeitschriftenbibliothek - Frei zugängliche E-Journals; MDPI - Multidisciplinary Digital Publishing Institute
subjects Adventure
Adventure tourism
COVID-19
Ecotourism
Factor analysis
Influence
Pandemics
Perceptions
Rafting
Social discrimination learning
Socialization
Sustainability
Sustainable tourism
Tourism
title Motivations and Loyalty of the Demand for Adventure Tourism as Sustainable Travel
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