Tourist Motivations and Segmentation in Coastal Tourism: A Study in Montañita, Ecuador

Abstract

Coastal tourism benefits the sustainability of destinations and includes a wide range of experiences related to sun and sand, culture, nature, and social interactions. This study aimed to (i) identify the motivations driving tourists to coastal destinations, (ii) determine the tourist segments in these destinations, and (iii) examine the relationship between these tourist segments and satisfaction and loyalty. The research was conducted in Montañita, Ecuador, a renowned surfing and water sports destination frequented by both national and international tourists. The sample consisted of 380 valid questionnaires, analyzed using factor analysis, K-means clustering, and Pearson’s chi-square test. The findings revealed five motivational dimensions: Culture and Nature, Novelty and Social Interaction, Sun and Beach, Sports, and Entertainment. Two distinct tourist segments were also identified: Multiple Motives tourists and Sun and Beach tourists. Among these, the Multiple Motives group exhibited higher levels of satisfaction and loyalty. These insights are valuable for destination managers and tourism service providers, offering practical applications for enhancing visitor experiences. Additionally, this study contributes to the existing academic literature on coastal tourism.

1. Introduction

Coastal tourism is one of the most popular forms of tourism worldwide, driven by the appeal of natural resources, such as the sea, beaches, scenic coastal landscapes, and diverse flora and fauna. According to the United Nations World Tourism Organization (UNWTO), coastal tourism encompasses all tourism activities in coastal areas, including swimming, surfing, sunbathing, and other leisure, recreational, and sporting activities that take place along the shores of seas, lakes, or rivers [1]. Some authors expand this definition by emphasizing the cultural, social, and economic dimensions of coastal tourism, which include the interactions between local communities, visitors, and various tourism-related activities [2,3,4,5]. The concept of the “3S market” (Sea, Sun, and Sand), refers to a tourism model predominantly oriented around coastal destinations that are highly dependent on favorable local weather conditions and the alignment of long holiday periods in schools, businesses, and other institutions; this model is characterized by pronounced seasonality and the so-called “slides effect”, where massive, concentrated flows of visitors occur in relatively small geographic areas over short time spans, resulting in significant tourism pressure during the summer months [6].

Maritime tourism, a related concept, refers to activities that take place at sea, such as diving, cruising, sailing, boating, and water sports. It also includes related services and infrastructure on land [7,8,9]. The UNWTO recognizes maritime tourism as a key component of sustainable development in coastal regions, significantly contributing to the “blue economy”. In this sense, for Brandão et al. [10] and Rogerson [11], coastal tourism also plays a crucial role in local economies by generating employment, stimulating consumption, and supporting small- and medium-sized enterprises. The management of coastal ecosystems is of great importance and a significant political effort is needed to make tourism in coastal zones more sustainable and adapt to constant environmental changes [12]. By attracting several visitors each year, these areas should generate the necessary resources to protect natural and cultural assets through additional revenue streams [13,14].

In Ecuador, coastal tourism is a vital component of the national economy, contributing significantly to local livelihoods, employment, and regional development. Montañita, a small coastal town in Ecuador, has emerged as a major destination for both domestic and international tourists. Renowned for its excellent surf spots, picturesque beaches, and vibrant social life, Montañita attracts a wide range of visitors, including adventurers, leisure travelers, and culture enthusiasts. In 2016, Montañita was designated a “Surf City” by the World Cities Surf Network (WCSN), an entity based in Europe that recognizes cities with significant surfing activity. The town’s unique combination of natural beauty, lively atmosphere, and cultural diversity has positioned it as a key tourist spot in Ecuador. However, the rapid growth of tourism has also brought challenges related to sustainable management, preservation of local culture, and environmental concerns [15].

Despite Montañita’s popularity, little scientific research has been conducted on the motivations driving tourists to visit it and how these motivations influence their satisfaction and loyalty. Additionally, there is limited knowledge about the specific tourist segments in Montañita, an important gap that this study seeks to address. Existing research on motivation and segmentation in coastal tourism has yielded mixed and sometimes contradictory results, with studies often focusing on either broad coastal regions or highly specific activities. This lack of comprehensive understanding presents a critical gap in the academic literature and limits the ability of stakeholders to develop effective tourism management strategies. By addressing these gaps, this study aims to provide valuable insights that will enhance both the theoretical understanding and practical management of coastal tourism.

This study is justified by the need to bridge existing gaps in the understanding of tourist motivations and segmentation in coastal tourism, particularly in smaller, high-potential destinations such as Montañita. The findings will also contribute to the academic literature by providing standardized insights and practical recommendations for coastal tourism stakeholders.

The specific objectives of this study are (1) to identify the motivations driving tourists to coastal destinations, (2) to determine the tourist segments in these destinations, and (3) to examine the relationship between these tourist segments and satisfaction and loyalty in coastal tourism.

By achieving these objectives, the study aims to improve the theoretical understanding of tourist behavior and provide practical recommendations for the sustainable management and promotion of tourism in Montañita, Ecuador, and similar coastal destinations around the world.

2. Theoretical Background

The study of tourist motivation is essential for understanding consumer behavior in tourism. Motivation refers to the internal and external forces that drive individuals to travel, ranging from the desire for relaxation and adventure to the pursuit of cultural enrichment and personal growth [16,17,18]. Recognizing these motives enables destinations to tailor their offerings to meet tourists’ expectations. Numerous studies in the scientific literature have examined the motivations that drive visitors to coastal destinations, which are analyzed below.

Segmentation is closely linked to motivational factors. In the context of coastal tourism, segmentation helps identify travelers’ patterns and preferences, which are key to developing targeted marketing and management strategies. Kotler et al. [19] argue that segmentation allows destinations to create customized experiences and optimize resource allocation, thereby improving overall efficiency.

Tourism satisfaction refers to the extent to which a destination meets or exceeds tourists’ expectations. It is a crucial determinant of the overall experience and the likelihood of return visits. High levels of satisfaction enhance a destination’s reputation and encourage positive word-of-mouth [20]. Loyalty in tourism is a concept closely related to satisfaction and refers to tourists’ willingness to revisit a destination or recommend it to others. Loyal tourists are a valuable asset for any destination as they provide stability and reduce the cost of attracting new visitors [21].

2.1. Tourist Motivations in Coastal Tourism

Various social, environmental, cultural, and recreational factors can encourage tourists to travel to coastal destinations. In this regard, Rid et al. [22], in their study of Gambian coastal resorts, identified ‘heritage and nature’ as key pull factors, emphasizing tourists’s appreciation for educational and emotional connections with nature. Similarly, Kassean and Gassita [23] identified relaxation, escape, nostalgia, novelty, and social interaction as key motivators in Mauritius. They found that these motivations are closely intertwined with the ‘push’ factors of personal needs and the ‘pull’ factors of exquisite landscape and favorable climate, similar to the findings of Carvache-Franco et al. [24] in Lima. Sangpikul [25] also confirmed this in his study of Phuket, where pristine beaches and warm local hospitality were critical drivers of tourists’ relaxation, showing the importance of both environmental and social attributes to satisfy tourists’ needs for escape.

Several robust international studies on beach user preferences have identified five key parameters of greatest importance to visitors, safety, absence of litter, water quality, facilities, and scenic beauty, collectively referred to as the “big five” [26]. The desire to connect with nature is a crucial factor in coastal tourism. Le Corre et al. [27], studying coastal and marine protected areas in France, identified four key motivational dimensions: physical fitness, achievement/stimulation, enjoying nature, and escaping personal-social pressures. Similarly, Carvache-Franco et al. [28] found six motivational factors in Salinas, Ecuador: authentic coastal experience, heritage and nature, learning, novelty and social interaction, physical activities, and sun and beach. These findings align with the global trend of eco-conscious travelers favoring destinations that emphasize biodiversity and sustainability.

Coastal destinations with rich cultural narratives and opportunities for social interaction are particularly attractive to travelers. In Cyprus, Koutra, and Karyopouli [29] found that cultural exploration, including traditional cuisine and heritage sites, played a significant role in attracting tourists and enriching the overall travel experience. The enduring appeal of sun-and-beach holiday destinations is evident in numerous studies. Jeong [30], analyzing South Korean coastal destinations, confirmed the central importance of sun, sand, and sea as key motivators. Similarly, Ekonomou et al. [31] found sunbathing and water-based recreation to be the main attractions in Greek coastal areas.

Wellness tourism, which includes spa treatments, yoga retreats, and mindfulness practices, has become an integral part of coastal tourism. Güzel et al. [32] found curiosity, relaxation, escape, active life, extravagance, and bragging to be key motivators in Antalya, Turkey, emphasizing the increasing demand for wellness experiences where the coastal environment complements stress relief and personal rejuvenation. In New Zealand, Fieger et al. [33] identified nine visitor types that prioritize nature-based and adventurous activities. Similarly, Sastre and Phakdee-Auksorn [34] found motivations centered on relaxation, escape from daily routine and environment, and hospitality and friendliness of the people in their research in Phuket, Thailand. These findings mirror those of Yiamjanya and Wongleedee [35], who studied international tourists in Thailand and identified novelty, adventure, and culinary experiences as key motivations. The study by Egger et al. [36] revealed four motivations for digital-free tourism: escape, personal growth, health and well-being, and relationships, which can also be motives for tourists coming to coastal destinations. In Lima, Peru, Carvache-Franco et al. [37] also identified six motivational factors: culture and nature, authentic coastal experience, novelty and social interaction, learning, sun and beach, and nightlife.

In recent years, global challenges such as terrorism and the COVID-19 pandemic have significantly influenced motivation for visiting coastal destinations. Personal safety has become an increasingly important factor in travel decisions [38,39,40,41,42,43]. Gera and Kumar [44] emphasized the resurgence of interest in outdoor and nature tourism as travelers seek safer environments. This shift has repositioned coastal destinations as ideal locations for socially distanced yet enriching tourism experiences. Wellness destinations are also experiencing an increase in visitors prioritizing health and mental well-being over traditional leisure activities [45]. Additionally, coastal tourists are increasingly favoring destinations that prioritize environmental protection. Initiatives such as marine conservation projects and eco-friendly accommodation are gaining popularity [4,46]. Pulido-Fernández et al. [47] found that Generation Z travelers make environmentally conscious travel decisions and are willing to pay a premium for more sustainable destinations.

Digital engagement and virtual experiences have also emerged as influential factors in shaping motivations for coastal tourism. As Shukla et al. [48] report, augmented reality (AR) and virtual reality (VR) tools allow potential travelers to explore destinations virtually, increasing interest and planning for physical visits.

A review of these studies reveals that certain motivations for coastal tourism are recurring. Relaxation and escape remain universal motivators, reinforcing the appeal of coastal areas for stress relief and rejuvenation. Additionally, sun and beach tourism continues to be the dominant driver, often complemented by cultural and environmental incentives. Nature and adventure activities also attract a growing segment of tourists seeking dynamic and interactive experiences. Cultural and gastronomic motivations are also significant, especially in destinations with a rich heritage and culinary offerings. Novelty and learning motivations are particularly prominent in regions that emphasize educational opportunities. Additionally, the rise in wellness tourism and sustainable travel highlights the evolution of tourism preferences in response to global trends. Despite these insights, gaps remain in standardizing motivational dimensions. While factors such as relaxation, novelty, and social interaction frequently appear, their relative importance varies across different contexts.

This literature review provides the foundation for our first research question:

RQ1: What are the motivations driving tourists to coastal destination Montañita, Ecuador?

2.2. Segmentation in Coastal Tourism

Tourism segmentation in coastal tourism is a crucial area of research that provides insights into the various motives that influence tourists’ behavior and preferences. For example, in Slovenia, Rudež et al. [49], finding benefits from segmentation of seaside destination in the phase of market repositioning, identified four segments: ‘friend-oriented visitors’ who seek nightlife and culinary experiences; ‘wellness visitors’ who favor spa and fitness activities; ‘curious-passive tourists’ who have an interest in cultural sites; and ‘versatile visitors’ who enjoy a variety of activities. Similarly, in Greece, Ekonomou et al. [31] identified segments such as ‘cost-sensitive visitors’ and ‘sophisticated beach users’, highlighting the role of price and beach facilities.

Paker and Vural [50] conducted market segmentation based on yachters’ expectations of marinas as destinations and identified five segments: ‘socially oriented’, ‘indifferent’, ‘supportive facilities-oriented’, ‘service and prestige-oriented’, and ‘touristic attractiveness-oriented’ clusters. A study by Valls et al. [51] categorized visitors to the Costa Daurada and Terres de l’Ebre (Spain) as ‘relaxation-seekers’ and ‘sunbathers’ with preferences for scenic beauty and beach-related activities. In Taiwan, Lee et al. [52] identified segments such as ‘aestheticists’ and ‘hedonists’, illustrating the diversity of leisure preferences.

In Gambia, Rid et al. [22] classified tourists as ‘heritage and nature seekers’, ‘multi-experience seekers’, and ‘sun and beach seekers’. These results align with those of Güzel et al. [32] in the Antalya region of Turkey. Both studies revealed segments based on motivations such as nature exploration, cultural heritage, and leisure. On a global scale, Onofri and Nunes [53] grouped coastal tourists into two clusters: ‘greens’, who prefer coastal destinations for cultural and natural experiences, and ‘beach lovers’, who primarily seek beach-oriented relaxation.

In the Galápagos Islands, Ecuador, Carvache-Franco et al. [54] identified two primary segments: ‘multiple motives tourists’, who scored high in every motivational dimension, including sun and beach activities, and ‘eco-coastal visitors’, primarily motivated by marine life, protected areas, such as national parks, and discovering flora and fauna. The same authors further identified three demand segments differentiated by recreational experiences: ‘aestheticians’, ‘multi-experience recreationists’, and ‘hedonists’. Among these groups, the multi-experience recreationists reported the highest satisfaction and loyalty [55].

According to Linnes et al. [56], sustainability must be integrated into segmentation models, highlighting the importance of preserving natural beauty and implementing sustainable solutions. In this sense, Blau and Panagopoulos [57] developed an environmentally conscious framework for tourism destinations in ecologically sensitive natural areas. Similarly, Fakfare and Wattanacharoensil [58] analyzed low-carbon tourist segments in island destinations in Thailand using cluster analysis and identified three types: ‘low-carbon supporters’, ‘pleasure-seekers’, and ‘destination protectors’.

Segmentation in coastal tourism highlights the complexity and diversity of travelers’ motivations and preferences, demonstrating the importance of understanding different tourist groups to effectively tailor tourism offerings. Recurring motivational factors across various destinations include relaxation, cultural immersion, nature exploration, and leisure activities, underscoring the universal appeal of coastal tourism. However, the unique features of each coastal region can influence the expectations of visitors.

A notable trend is the increasing emphasis on sustainability, reflecting growing awareness of environmental impacts and the rising demand for eco-conscious travel experiences. Segments prioritizing eco-friendly tourism, such as ‘low-carbon supporters’ and ‘destination protectors’, represent a promising shift toward more sustainable and responsible travel practices. In addition, the impact of technological advancements and changing work patterns has introduced new dimensions to tourism segmentation. The rise in digital nomads and remote workers, who seek longer stays, authentic local experiences, and flexibility, demonstrates the changing nature of travel behavior.

This literature review provides the foundation for our second research question:

RQ2: What are the tourist segments in coastal tourism in Montañita, Ecuador?

2.3. Relationship Between Tourist Segments and Satisfaction and Loyalty in Coastal Tourism

Satisfaction with coastal tourism refers to the extent to which visitors’ expectations are met or exceeded during their travel experience [20]. It encompasses several factors, such as the quality of services, attractions, special experiences, and the overall experience at the destination. Satisfaction is a precursor to loyalty and influences the likelihood that a tourist will revisit a destination and recommend it to others [16,28,59]. According to Prayag [60], loyalty in tourism is characterized by tourists’ intention to return to a destination and their tendency to recommend it to others. Loyalty includes both behavioral elements, such as repeat visits and emotional attachment to the destination [21,24,61]

Several studies have investigated the relationship between tourism segments, satisfaction, and loyalty in coastal tourism, revealing differences in satisfaction and loyalty across various tourist groups. A study by Rudež et al. [49] in Portorož, Slovenia, found that the ‘wellness visitors’ segment was highly satisfied due to the availability of spas and recreational activities. In contrast, the ‘friends-oriented visitors’ demonstrated remarkable loyalty, reflecting the destination’s appeal for group experiences. In the Mediterranean region, Valls et al. [51] categorized British tourists into groups such as ‘holidaymakers’, ‘sunbathers’, and ‘relaxation seekers’. The sunbathers reported high satisfaction due to the favorable weather and quality of the beaches, while the relaxation seekers exhibited strong loyalty associated with wellness and picturesque landscapes.

Lee et al. [52] examined recreational preferences among Taiwanese tourists and found that ‘multi-experience recreationists’ reported the highest satisfaction and loyalty. This was attributed to their ability to engage in a wide range of activities that fulfilled both intrinsic and extrinsic motivations. Carvache-Franco et al. [28] identified two primary segments: ‘beach lovers’, who are primarily driven by sun and beach experiences, and ‘multiple coastal motives’, who are motivated by a combination of nature, cultural heritage, and physical activities. The group motivated by multiple coastal motives reported higher satisfaction and a greater likelihood of repeat visits and positive recommendations, underscoring the importance of diversifying coastal tourism offerings. In a study in Lima, visitors were classified as ‘passive tourists’, ‘eco-coastal tourists’, and ‘multiple motives tourists’. The ‘eco-coastal’ and ‘multiple motives’ segments reported higher levels of satisfaction, as they engaged in both natural and cultural activities and enjoyed personalized experiences. This suggests that experiences catering to diverse interests significantly increase satisfaction and loyalty [37]. Similarly, Padrón-Ávila et al. [62] explored the crucial role of tourism activities in shaping the perceived image, satisfaction, and loyalty of tourists, finding that the type of tourists and the variety of destination activities moderate the relationship between satisfaction, perceived image, and loyalty. Perles-Ribes et al. [63] examined the relationship between satisfaction and tourist spending in Calp, a well-established sun and beach destination on the Spanish Mediterranean coast, and generally accept that satisfaction is a determinant of tourist expenditure in destinations.

Orabi [64] proposed a multi-mediation model incorporating several factors that influence holidaymakers’ loyalty both directly and indirectly through two mediators: satisfaction and attitude toward the visit. The author found that safety, hygiene, and amenities have significant positive effects on satisfaction and attitude toward the visit, ultimately increasing holidaymakers’ loyalty. A study conducted in Aqaba, Jordan, highlighted the role of diverse coastal activities in visitor satisfaction. Segmenting tourists based on their reasons for visiting, such as adventure, relaxation, and cultural exploration, reveals varying satisfaction levels. Activities such as diving, cultural excursions, and nature experiences significantly influenced the ‘adventure explorers’ and ‘culture seekers’ segments, which emerged as the most satisfied and loyal visitor types [65]. The study also found that activities related to marine biodiversity contributed significantly to visitor satisfaction, whereas deficiencies in hospitality and facilities negatively impacted satisfaction [66].

The literature has shown that the ‘sun and beach’ and ‘multi-experience’ segments of coastal tourism are among the most satisfied and loyal. High satisfaction levels are often associated with destination characteristics, such as pristine beaches, hospitality, and wellness facilities. Loyalty, on the other hand, is more strongly linked to a diverse range of offerings that satisfy multiple interests and foster deeper emotional connections to the destination. The ‘multiple coastal motives’ segment has emerged as the most satisfied and loyal group, as these tourists value a variety of attractions beyond traditional sun and beach activities, including nature, culture, and active recreation. Broader tourist engagement is associated with higher satisfaction and a stronger intention to revisit and recommend the destination. Similarly, novelty seekers and adventure-oriented segments have exhibited strong loyalty when their expectations for unique experiences and quality services are met.

Despite these findings, gaps remain in understanding how emerging trends impact satisfaction and loyalty across different segments, and methodological variations between studies pose challenges to standardizing results. This literature review provides the foundation for our third research question.

RQ3: Which are the most satisfied and most loyal segments in Montañita coastal tourism?

3. Methodology

3.1. Study Area

Ecuador, located in South America, is renowned for its natural and cultural richness, making it an attractive tourist destination. Its geographical diversity comprises four distinct regions: the Amazon, the Andes, the coastal region, and the Galápagos Islands. Tourism is a key sector of the Ecuadorian economy, ranking as the third most important non-oil export activity, following bananas, and shrimp. In terms of growth, the international tourism growth rate in 2023 reached 3.0%, surpassing the 2.6% recorded in 2022 [67]. However, Ecuador received 1,262,664 international tourists in 2024, a decrease from the 1,426,514 visitors recorded in 2023.

Montañita, a town in the province of Santa Elena, is located within Ecuador’s coastal region, approximately 200 km from Guayaquil. It is accessible via land and is part of the renowned Spondylus Route, which integrates communities across Ecuador’s three coastal provinces. Montañita has a dry tropical climate, with average temperatures ranging between 25 °C and 30 °C. Its extensive coastline and strong waves make it an ideal destination for water sports, particularly surfing. The marine and terrestrial biodiversity in its surroundings also enhances its appeal for coastal and marine tourism.

Since the 1960s, Montañita has attracted a diverse range of tourists, including young travelers, families, and surfers, drawn by its waves and pleasant climate. The main tourist activities include surfing and water sports, as Montañita is internationally recognized for its waves, which can reach up to three meters in height. The combination of point breaks and beach breaks makes it a prime destination for surfers worldwide. In 2016, the community was declared a ‘Surf City’ by the World Cities Surf Network, ranking 11th globally and third in South America [68]. Other activities include hiking in Dos Mangas, visiting the community of Olón, and exploring marine biodiversity in Ayampe.

Montañita offers diverse accommodations, ranging from budget hostels to higher-category hotels. It is also known for its cultural and gastronomic offerings, including artisan markets, music events, and a wide selection of fresh seafood. Nightlife is another major attraction, featuring clubs, bars, beach parties, and cultural festivals. Additional activities include parasailing, snorkeling, canopy tours, bodyboarding, beach volleyball, skating, and street performances by musicians and jugglers.

Tourism is the primary source of income for Montañita’s community, with many locals working in hotels, restaurants, surf schools, clothing stores, and nightlife-related businesses. The town’s reputation has been further strengthened by international events such as the Ecuador REEF CLASSIC and the ISA MASTER’S World Championship in 2013, along with other signature activities, positioning Montañita as a hub for coastal and marine tourism that extends beyond just sun and beach experiences. (Figure 1A,B and Figure 2).

3.2. Survey, Data Collection, and Analysis

This research is part of a project approved by the Ethics Committee of Polytechnic University of Ecuador ESPOL under the code CERT-PI-CEIE-001-2023. As part of the ethical procedures, the questionnaire included the statement of informed consent, which participants gave in writing.

A questionnaire with three sections was designed for this study. The first section included eight closed-ended questions on sociodemographic variables such as gender, marital status, age, occupation, education level, monthly income, travel companions, and daily spending per person. These questions were adapted from Lee et al. [52]. The second section contained a 17-item motivation scale taken from Rid et al. [22] and Carvache-Franco et al. [28]. Responses were measured on a five-point Likert scale, ranging from 1 (not important) to 5 (very important). The scale showed excellent internal consistency, with a Cronbach’s Alpha of 0.906. The third section included a general satisfaction question and three loyalty-related questions focusing on the intentions to return, recommend, and share positive word-of-mouth about the destination, adapted from Kim and Park [69]. This section also used a five-point Likert scale, ranging from 1 (unlikely) to 5 (highly likely). The scale showed excellent internal consistency, with a Cronbach’s Alpha of 0.801. The questionnaire was available in both English and Spanish to ensure comprehension.

For data collection, a company with trained interviewers was hired, and they received additional training from the authors of this study. Montañita has one main beach, Montañita Beach, which is famous for its surfing waves. Other nearby beaches, such as Olón, La Chocolatera, Punta Centinela, and Playa Rosada, are popular with tourists. A pilot test with 30 questionnaires was conducted to assess question clarity. Surveys were administered on Montañita Beach, Ecuador, from 1 May to 30 May 2024. The target of the sample was national and international tourists over 18 years of age who visited the destination. Each participant completed the survey independently. Using convenience sampling, 380 valid questionnaires were collected. Based on the infinite population formula, a 5% margin of error and a 95% confidence level were established. Data were analyzed using IBM SPSS, version 26.

The varimax rotation method was applied to maximize factor loadings, ensuring each variable was primarily associated with a single factor. The Kaiser criterion was used, retaining only factors with eigenvalues greater than one. The KMO index assessed data suitability for factor analysis, and Bartlett’s Test of Sphericity tested variable correlation. Additionally, the K-means clustering method grouped data based on centroid distances, with centroids representing the average values within each group. Finally, Pearson’s chi-square test examined the independence or relationship between variables.

4. Results

4.1. Sample Profile

The sample included nearly equal proportions of men (49.1%) and women (50.9%). The majority were single (55%) and between the ages of 18 and 35. More than half of the respondents (54.3%) had university-level education. In terms of occupation, a significant percentage were students (21.1%) and private employees (23.7%). Most tourists traveled with family (44.7%) or friends (36.5%). Regarding income, 51.2% reported earning between $500 and $1000 per month. The majority of the respondents (38.9%) spent between $30 and $60 per day. See

Table 1. Sociodemographic Variables.

Variable	Categories	%
Gender	Male	49.1
	Female	50.9
Marital status	Single	55.0
	Married	36.3
	Others	8.7
Age	18–25 years old	27.7
	26–35 years old	36.1
	36–45 years old	20.6
	46–55 years old	10.0
	Over 55 years old	5.5
Education level	Primary	5.4
	Secondary	29.6
	University	54.3
	Postgraduate/PhD	10.8
Occupation	Student	21.1
	Researcher/Scientist	3.2
	Businessperson	12.7
	Private employee	23.7
	Public employee	14.5
	Retired	2.4
	Unemployed	2.4
	Others	20.1
Travel companions	Solo	4.5
	Family	44.7
	Friends	36.5
	Partner	11.9
	Others	2.4
Monthly income (USD)	Less than 500	35.4
	500–1000	51.2
	1000–1500	9.7
	More than 1500	3.8
Daily spending (USD)	Less than 30	32.8
	30–60	38.9
	60–90	12.8
	90–120	4.8
	More than 120	10.7

for details.

4.2. Motivations in Coastal Tourism

Responses were measured on a five-point Likert scale, ranging from 1 (not important) to 5 (very important). In the absence of sufficient information on motivational dimensions in the literature, an exploratory factor analysis was used to explore what these dimensions would be. It was conducted to identify key motivational dimensions by reducing the items into meaningful factors. The Kaiser criterion was applied, retaining five factors with eigenvalues greater than 1. All factor loadings exceeded 0.5, confirming the suitability of the analysis. The internal consistency of the factors was supported by Cronbach’s Alpha values ranging from 0.559 to 0.824. The Kaiser–Meyer–Olkin (KMO) measure of sampling adequacy reached 0.833, close to 1, and Bartlett’s test of sphericity was significant (p < 0.05), indicating that factor analysis was appropriate. See

Table 2. Motivations in coastal tourism (factor analysis).

Variables	Culture and Nature	Novelty and Social Interaction	Sun and Beach	Sports	Entertainment
Experience cultural attractions	0.749
Importance of history	0.706
Experience wildlife	0.706
Value of nature	0.686
Sharing experiences with locals	0.643
Rest and relaxation		0.772
Seeing new things		0.751
Experience novelty		0.716
Enjoying with family and friends		0.634
Interest in local crafts			0.728
Typical gastronomy			0.688
Learn about local culture and traditions			0.634
Importance of sun and beach			0.617
Interest in water sports (swimming, surfing)				0.889
Interest in nautical sports				0.818
Enjoying nightlife					0.696
Meeting people with similar interests					0.583
Cronbach’s alpha	0.777	0.76	0.698	0.824	0.559
Eigenvalues	5.295	1748	1.490	1.305	1.045
Explained variance (%)	31.145	10.281	8.768	7.678	6.146

for details.

According to the results in Table 2, the first dimension was called Culture and Nature, as it includes motivations related to activities and nature. The second factor was named Novelty and Social Interaction and is related to exploring new experiences, particularly those not commonly found in other destinations. In addition to enjoying these experiences with friends and family. The third dimension, Sun and Beach, represents the appeal of the coastal environment, including beach-related activities, local crafts, gastronomy, and cultural elements. The fourth factor was called Sports, which is associated with water-based activities such as swimming, surfing, and other nautical sports. Finally, the fifth dimension, Entertainment, captures motivations related to enjoying the nightlife and socializing with like-minded individuals.

4.3. Tourism Segmentation in Coastal Destinations

A K-means clustering method was used as a segmentation technique. The results presented the mean of the items in each segment. The motivational items were measured on a five-point Likert scale (1 = not important, and 5 = very important). See

Table 3. Segmentation based on coastal tourism motivations.

Factors	Multiple Motives	Sun and Beach
Value of nature	4.8	4.2
Importance of history	4.6	3.8
Experience wildlife	4.6	3.2
Experience cultural attractions	4.7	3.7
Sharing experiences with the locals	4.7	3.6
Typical gastronomy	4.7	4.2
Learn about local culture and traditions	4.7	3.5
Interest in local crafts	4.7	3.9
Importance of sun and beach	4.8	4.3
Interest in water sports (swimming, surfing)	4.6	3.3
Interest in nautical sports	4.5	2.8
Rest and relaxation	4.8	4.3
Seeing new things	4.8	4.0
Experience novelty	4.8	3.7
Enjoying with family and friends	4.8	4.4
Meeting people with similar interests	4.8	3.7
Enjoying nightlife	4.8	3.8

.

According to Table 3, two segments were identified. The first was labeled Multiple Motives, as this group displays high scores across all motivations, indicating diverse interests, including sun and beach, novelty and social interaction, culture, and nature. The second segment, Sun and Beach, favors activities traditionally associated with coastal tourism. However, this group showed a lower interest in other motivations, such as sports and culture.

4.4. Tourist Segments and Satisfaction and Loyalty Variables

Pearson’s chi-square test was applied to assess significant relationships between the two segments and the variables of satisfaction and loyalty. See

Table 4. Segments and satisfaction and loyalty variables.

Variables	Multiple Motives	Sun and Beach	Pearson Chi-Square	Next.
Overall satisfaction	4.8	4.3	33,914	0.000
I intend to visit this destination again	4.8	4.5	29,025	0.000
I intend to recommend this destination	4.8	4.5	21,451	0.000
When I talk about this destination, I will give positive comments	4.8	4.3	50,285	0.000

.

As shown in Table 4, both segments exhibited statistically significant results (p < 0.05) for satisfaction and loyalty variables, including intentions to return, recommend, and share positive word-of-mouth about the destination. The Multiple Motives segment displayed a higher level of satisfaction and loyalty than the Sun and Beach segment. This suggests that greater efforts should be made to maintain and enhance the satisfaction and loyalty of tourists with multiple motivations.

5. Discussion

The first objective of this study was to identify the motivations driving tourists to visit coastal destinations. Addressing RQ1, the results revealed five motivational dimensions: Culture and Nature, Novelty and Social Interaction, Sun and Beach, Sports, and Entertainment.

The Culture and Nature factor has consistently appeared in previous studies [22,28,37], often referring to it as heritage and nature. Similarly, research by Le Corre et al. [27] and Fieger et al. [33] found dimensions related to nature and adventurous activities as well. Sangpikul [25], in his study on Phuket, also emphasized the importance of connecting with nature as a key driver of coastal tourism. The Novelty and Social Interaction dimension has been previously noted by Carvache-Franco et al. [28], Yiamjanya and Wongleedee [35], Kassean and Gassita [23], and Deb et al. [18], who identified novelty as a primary motivator for package adventure tourists. The Sun and Beach motivation is one of the most widely recognized in the coastal tourism literature, as supported by Jeong [30], Ekonomou et al. [31], Carvache-Franco et al. [28,37], Sastre and Phakdee-Auksorn [34], and Rid et al. [22]. Regarding the Sports dimension, similar findings have been reported by Carvache-Franco et al. [37] and Güzel et al. [32]. Carvache-Franco et al. [24] specifically referred to it as water sports, while Carvache-Franco et al. [28] labeled this dimension as physical activities. Güzel et al. [32] identified this factor as active life. Finally, the fifth dimension, Entertainment, has not been identified in previous studies. The closest concept is nightlife, previously examined by Carvache-Franco et al. [37].

The primary theoretical contribution of this study is the identification of these five motivational dimensions together in a coastal destination, particularly in a surf town where visitors are drawn to culture, nature, novelty, social interaction, sun and beach, sports, and entertainment. Additionally, this study contributes to the academic literature by recognizing Entertainment as a distinct motivational factor, encompassing nightlife, social events, and recreational experiences at bars and restaurants.

The second objective of the study was to determine the tourist segments in a coastal destination. Addressing RQ2, the findings identified two clusters: Multiple Motives tourists and Sun and Beach tourists. Previous research by Onofri and Nunes [53] identified similar categories, referring to them as green tourists and beach lovers. However, a key distinction is that the Multiple Motives segment in this study encompasses the green tourist profile described by Onofri and Nunes [53] while also including tourists who engage in a variety of activities at a coastal destination. Similarly, Carvache-Franco et al. [28] identified two comparable segments: Beach Lovers and Multiple Coastal Motives tourists. Other researchers, such as Carvache-Franco et al. [24] and Carvache-Franco et al. [54], have also identified the Multiple Motives group. Rid et al. [22] described a similar category, referring to them as multiple experience seekers. Additionally, other studies have recognized the Sun and Beach tourist segment, such as Valls et al. [51], who identified sunbathers and relaxation seekers, and Rid et al. [22], who labeled them beach seekers.

This study contributes to the academic literature by establishing that in coastal destinations, where nature, beach, and recreation coexist, two primary motivational segments emerge, namely the Multiple Motives tourists and the Sun and Beach tourists.

The third objective was to examine the relationship between tourism segmentation, satisfaction, and loyalty in coastal destinations. Addressing RQ3, the results indicated that both segments exhibited high levels of satisfaction and loyalty, with Multiple Motives tourists displaying significantly higher satisfaction and loyalty. Similar findings were reported by Lee et al. [52], who observed that multi-experience recreationists showed the highest satisfaction and loyalty. Jawabreh et al. [65] also found that adventure explorers and culture seekers were among the most satisfied and loyal tourists. Similarly, this is consistent with studies by Carvache-Franco et al. [28,54] and Perles-Ribes et al. [63], which found that diverse tourism offerings contribute to increased satisfaction and loyalty.

This study provides five standardized motivational dimensions for coastal destinations, improving upon previous research. In these destinations, tourists not only enjoy the sun and sea but also engage in water sports and entertainment activities. The motivational dimensions identified in this study—Culture and Nature, Novelty and Social Interaction, Sun and Beach, Sports, and Entertainment—have not been previously found together in other studies, making them a valuable contribution to the academic literature.

Another significant contribution is the identification of Entertainment as a distinct motivational dimension. Coastal destinations, particularly areas with year-round sunshine, often host parties, events, and shows. This finding highlights that tourists seek not only nature, culture, and beach experiences but also social and entertainment opportunities with like-minded individuals. It suggests that coastal tourism extends beyond natural beauty and recreation, encompassing social activities, nightlife, and entertainment that enrich the overall tourist experience.

Furthermore, this study reveals that the Multiple Motive segment exhibits the highest levels of satisfaction and loyalty to coastal destinations. These tourists seek a diverse range of experiences, including beach activities, nature, culture, and sports, alongside the destination’s various attractions. Their broad engagement leads to higher satisfaction and loyalty, confirming that a diverse tourism offer enhances visitor experience.

These results show that identifying the motivational dimensions of a destination is crucial for increasing its appeal and fostering long-term visitor loyalty. Moreover, tourism offerings should be tailored to specific tourist segments to improve their motivation and loyalty. Additionally, these findings reinforce the push-pull theory of motivation, emphasizing the interplay between internal motivations and external destination factors. Future research could explore how these motivations evolve across different cultural, seasonal, and economic contexts and their impact on sustainable tourism and emerging travel trends.

It is important to design strategies that target each motivational dimension found in this study. Regarding the Culture and Nature dimension, implementing cultural tours, museum visits, community activities, cooking workshops, and wildlife observation experiences can enrich the visitor experience. For those seeking novelty and social interaction, organizing beach events, festivals, group tour packages, competitions, and interactive social activities can be effective. The Sun and Beach segment can benefit from improved beach facilities, expanded entertainment areas, and additional amenities such as lounging spaces. Meanwhile, the sports-oriented tourist experience can be elevated by hosting surfing championships, expanding water sports options like parasailing and windsurfing, and having rental shops for sports equipment. Lastly, entertainment seekers may appreciate an enhanced nightlife scene through the organization of different events in bars and clubs, as well as social integration activities that encourage new friendships.

Coastal destination managers should also create strategies to improve satisfaction across tourist segments. For Multiple-Motive tourists, developing tour packages that combine diverse activities, such as water sports, cultural experiences, local cuisine, marine wildlife observation, and beach recreation, can enhance their experience. For Sun and Beach tourists, improving beach recreation facilities and incorporating eco-friendly coastal activities can contribute to increased satisfaction and loyalty.

6. Conclusions

Coastal destinations offer a wide range of activities centered on nature, culture, beaches, sports, and social experiences. These destinations allow visitors to engage in community tourism, marine wildlife observation, local gastronomy, museum visits, beach leisure, and water sports. Effective management strategies are crucial for the sustainable development of these destinations.

This research aimed to establish motivation-based segmentation and analyze its relationship with tourist satisfaction and loyalty. The study was conducted in Montañita, Ecuador, a renowned “Surf City” and one of the country’s most visited coastal destinations, attracting international tourists seeking surfable waves and seaside activities.

The study identified five motivational dimensions: Culture and Nature, Novelty and Social Interaction, Sun and Beach, Sports, and Entertainment. Additionally, two tourist segments were found: Multiple Motives, including tourists motivated by a combination of all dimensions, and Sun and Beach, encompassing visitors primarily focused on sun and beach activities. Although both segments exhibited high levels of satisfaction and loyalty, the Multiple Motive segment demonstrated the highest.

Theoretical contributions include finding five motivational dimensions in a coastal setting, which had not been examined together in previous research. Additionally, the identification of Entertainment as a standalone factor is a novel contribution to tourism literature. This study also confirms that tourists motivated by multiple factors tend to be the most satisfied and loyal. Practical contributions include management guidelines for coastal destination stakeholders and insights for tourism service providers to align their offerings with tourist demand.

While this study provides valuable insights, certain limitations must be considered. One limitation is the temporal scope of data collection, as tourist motivations may shift over time. Future studies can deepen our understanding of coastal tourism motivations and contribute to the sustainable development of these destinations. For example, investigating the relationship between motivations and environmentally responsible behavior among tourists, conducting longitudinal studies to analyze how motivations and tourist segments evolve across different seasons, and expanding research to other coastal destinations would enable a broader perspective on coastal tourism.