From motivation to segmentation in coastal and marine destinations: a study from the Galapagos Islands, Ecuador

National parks with marine reserves have great potential for coastal and marine tourism. In this regard, the Galapagos archipelago is an important coastal and marine destination in Ecuador declared a World Heritage Site by UNESCO. The objective of this empirical study was to analyze demand segmentation considering tourists' motivations in this destination. The research was carried out in situ, and multivariate statistical techniques were used to analyze the 407 questionnaires collected. The results show six motivational factors: learning, heritage and nature, sun and beach, sports, authentic coastal experience, novelty, and social interaction. Two different segments of visitors have also been found. The first group, called 'Multiple Motives,' is formed by tourists with high motivation in all the motivational variables that include sun and beach. The second group, called 'Eco-coastal,' is made up of tourists who have a great motivation to experience marine life and national parks, discovering new things they are not used to, and for knowing their flora and fauna. From these findings, useful recommendations emerge for service providers and institutions related to the tourist offer in this kind of coastal and marine destinations.