Analysis of Push and Pull Motivations and the Intentions to Return and Recommend a Coastal or Marine Destination

Visiting coastal and marine destinations can be appealing for tourists depending on the on-site activities offered. This study analyzed push and pull motivations to establish their effect on visitors' intention to return and likelihood to recommend a tourist destination. The research was conducted in the city of Salinas in Ecuador, a renowned tourist destination with coastal and marine, natural, and cultural features. For the statistical procedure, factor analysis was used as a data reduction technique, and multiple regression analysis was conducted to select the motivational variables that predict the intentions to return and recommend the destination. The results show two push motivational factors, "escape and novelty,'' and "knowledge and experience,'' and two pull motivational factors, "active marine,'' and "static marine.'' The first pull motivational factor is related to marine sports, swimming in the ocean, and adventurous activities, and the second one is associated with clear water and fresh air enjoyment, walking along the beach, and beaches of scenic beauty. The push factor "escape and novelty'' and the pull factor "static marine'' were the most important predictors of the intentions to return and recommend a coastal and marine destination. These findings will help coastal and marine planners to implement sustainable development strategies according to the characteristics of the demand.