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Ecotourists' Loyalty: Will They Tell About The Destination Or Will They Return?, Manuel Antonio Rivera, Robertico R. Croes
Ecotourists' Loyalty: Will They Tell About The Destination Or Will They Return?, Manuel Antonio Rivera, Robertico R. Croes
Faculty Scholarship and Creative Works
The objective of this study is to investigate the impact of price, value, satisfaction, quality, and performance on the ecotourists' loyalty towards the destination. By using an attitudinal approach, loyalty is conceptualised by analysing the post-purchase decision-making of the ecotourists (intent to return or recommend). The analysis is based on 454 on-site surveys collected from ecotourists visiting the Galapagos Islands in Ecuador. The results from path analysis indicate that ecotourists are not likely to return but are willing to recommend the destination. The findings suggest that the Galapagos Islands might be perceived as an iconic destination and considered a ‘once …