Economic Contribution of Ecotourism, Motivations and Satisfaction: the Case of Puerto El Morro (Ecuador)
Keywords:economic impact, motivation, satisfaction, tourist marketing.
AbstractThe scientific review of Natural Protected Areas as sites to perform economic activities related to tourism is recent. It is well known that ecotourism is a leading generator of business, the level of employment in certain sites depends upon it, and also helps to strengthen the household economy of vulnerable communities while preserving it. This paper presents an empirical research carried out in Puerto El Morro (Ecuador-South America). The purpose of this paper is to identify the socio-demographic profile of the visitors, their motivations and the level of satisfaction declared after the tourist experience. This analysis is based on 585 surveys collected from hikers after the visit. The results provide evidence and describe a majority of young and educated visitors who declared having obtained a university degree and a monthly income of less than US USD 1500.00. The results highlight that contact with nature and bird and dolphin watching were respectively the main push and pull motivational factors. A high level of satisfaction is reported, which generates positive actions after the visit, such as: repetition of the visit, recommendation of the place and positive word of mouth. These findings are essential for the design or adaptation of tourism marketing strategies that respond to this segment, so that this site becomes a suggestive place as a natural destination that allows expansion in economic output and leads to positive impacts on gross capital formation for sustainable development within the community.