PUSH AND PULL MOTIVATIONS IN A COASTAL AND MARINE DESTINATION: GALAPAGOS ISLANDS, ECUADOR

Purpose - Coastal and marine destinations have motivations related to the variety of activities related to culture, nature, sun and beach. The objective of this study is to analyze the push and pull motivations to establish their impact on the satisfaction and loyalty of the destination. Design - The design is quantitative. Methodology - The study was conducted in the Galapagos Islands, Ecuador, an important international tourist destination characterized for its endemic flora and fauna. The authors used 407 questionnaires. As a data reduction technique, the researchers used factor analysis as well as the multiple regression technique to select the motivational variables that predict a future behavior variable. Approach - The study focused on determining the motivational dimensions push and pull in a destination that is a marine reserve and natural heritage of Humanity. In addition, it aimed to establish the importance of motivations for satisfaction and loyalty. Findings - There are four dimensions in coastal and marine tourism: "Static Marine", "Active Marine", "Escape and novelty", and "Social interaction". The importance of the "Static marine" dimension is the most predictive factor in a coastal and marine destination with endemic nature, followed by the factor "Social interaction" to influence satisfaction and return. Moreover, the "Escape and novelty factor" is a predictor of recommending the destination and saying positive things. Originality of the research - The research topic focuses on a destination of coastal and marine importance for humanity that few scholars have addressed.