Satisfaction Factors That Predict Loyalty in Ecotourism: A Study of Foreign Tourism in Costa Rica

Abstract

Recently, foreign tourists have revealed a growing interest for natural environment enjoyment. This study aimed to: (a) identify the service satisfaction factors and (b) analyze the influence that satisfaction factors exert on the loyalty of ecotourists. The empirical analysis was carried out in Arenal National Park and Caño Negro Wildlife Refuge in Costa Rica, a country with international prominence in ecotourism due to the wealth of resources in its protected areas. A factorial analysis and the stepwise multiple regression method were performed for the data analysis of 246 surveys made in situ. Results show three satisfaction factors in ecotourism: “nature and culture”, “infrastructure”, and “service”, where “nature and culture” was the most influential predictor of tourists’ loyalty. The study also found a positive correlation between satisfaction and loyalty in ecotourism. This research will provide relevant insights to public institutions and private companies efficient planning and benefit the community and protected areas.