Exploring the Relationship Between Motivations, Satisfaction, and Loyalty: Insights from the Galápagos Islands, a World Heritage Site

Abstract

Motivations for traveling to World Heritage natural destinations shape important theories for academic research. This study aims to analyze the influence of motivational factors on tourist satisfaction in the Galápagos Islands. The quantitative study was conducted in situ; a total of 407 valid questionnaires were collected at Mann Beach on San Cristobal Island in the Galápagos Islands, Ecuador. Through structural equation modeling, the analysis identified key motivations contributing to satisfaction, with novelty-seeking and social interaction emerging as key determinants. In contrast, motivations such as learning and authentic coastal experiences were found to have an insignificant impact on tourists’ overall perceptions. The findings also confirmed a strong positive relationship between satisfaction and loyalty, demonstrating that satisfied tourists are more likely to return and spread positive word-of-mouth about the destination. These results highlight the importance of designing tourism experiences that align with visitors’ expectations for social interaction and novelty, thereby enhancing the sustainability and reputation of the Galápagos Islands as a unique destination.

1. Introduction

Ecotourism is an environmentally conscious form of travel that focuses on experiencing and learning about the natural world. It aims to manage natural resources in a non-consumptive and ethical manner, while minimizing negative environmental impacts. Over the past decade, ecotourism has witnessed tremendous growth, due to its contributions to economic development, cultural exchange, and the provision of nature-based activities, such as surfing, diving, and sunbathing [1]. However, there is a persistent debate regarding the role of ecotourism in environmental imbalance, as tourist activities often create conflicts between entertainment and conservation efforts [2].

Within the broader scope of ecotourism, there is an important subtype: coastal or marine protected areas. Coastal destinations offer visitors opportunities to engage in leisure, sports, and other activities centered around lakes, rivers, or seas, including swimming, surfing, and sunbathing [3]. Maritime tourism represents a type of tourism that depends entirely on the sea and marine environment [4]. The significance of tourism in marine protected areas lies in its ability to support local populations by allowing them to showcase their customs, cuisine, and culture to visitors [5], which can ultimately enhance the nation’s economy and reputation as a travel destination.

The motivations of different types of tourists to travel outside of their usual residences have been widely studied, and several theories have been developed [6,7]. In this sense, several theories suggest that tourists are driven to travel by underlying behavioral patterns that lead them to visit specific destinations. The analysis of these psychological needs dates back to Maslow’s Hierarchy Theory [8] and theories that emerged in later years of push–pull motivations [9,10]. Push factors originate from Maslow’s hierarchy of needs [11], which have been described as motivational factors or needs that arise from imbalance or tension in the motivational system [10,12,13]. Therefore, some researchers have argued that push factors refer to the intangible and intrinsic desires of the individual who travels [14]. On the other hand, pull factors are tourists’ external desires or the different characteristics of destinations (such as culture and natural attractions) that spark their interest [15].

Ecotourism research has largely focused on understanding the motivations for traveling to such destinations. However, there is no scholarly consensus on a universal set of motivations that is applicable to all areas of ecotourism, including coastal protected areas, islands, national parks, biosphere reserves, wetlands, waterfalls, camping sites, and ecolodges [16,17,18,19].

Regarding ecotourism motivations, other related concepts, such as satisfaction, have also been widely investigated [20,21]. A closer examination of the literature on the relationship between motivations and satisfaction reveals a predominant focus on motivations as a whole, with limited research examining the effects of specific motivational dimensions on satisfaction. For example, Simpson et al. [20] explored the influence of general motivations on satisfaction and loyalty among visitors to ecolodges in Sri Lanka. However, a significant gap remains in understanding how specific motivations, such as learning or authentic interactions with local communities, impact tourist satisfaction in biodiversity-rich destinations like the Galápagos Islands.

In another study, Díaz-Christiansen et al. [16] identified two primary motivations for visiting Santay Island, an Ecuadorian wetland protected area: ecological–hedonic and social–gastronomic. Their findings showed that ecological–hedonic motivation had a stronger effect on visitor satisfaction than the social–gastronomic motivation. Similarly, Acquah et al. [22] investigated the Shai Hills Resource Reserve in Ghana, and found that visitors were highly satisfied with activities such as overnight camping, hiking, nature walks, and visits to the animal farm. The main motivations included spending time with family and friends, experiencing wildlife, and connecting with nature.

The previous discussion highlights that while tourist satisfaction has been extensively studied, research on the motivational factors driving tourists to visit unique natural destinations like the Galápagos Islands remains limited by the scarce literature on this topic. Although much emphasis has been placed on biodiversity and marine wildlife experiences, few studies have comprehensively examined how different motivational factors, such as novelty-seeking, learning, or social interaction, influence tourist satisfaction and loyalty. Therefore, further research is essential in order to better understand the relationships among these variables and help managers of protected areas to organize tourism activities that align with their visitors’ preferences. It is also important to conduct scientific studies on island sites that are World Heritage Sites. Consequently, this study aims to address this research gap with the following objectives: (i) analyze the impact of motivational factors on tourist satisfaction in the Galápagos Islands, and (ii) examine the relationship between tourist satisfaction and destination loyalty to identify the factors that drive tourists’ intention to return and spread positive word-of-mouth about the Galápagos Islands.

The setting for the study is the Galápagos Islands, Ecuador. This archipelago of islands is recognized for its ecological importance and rich biodiversity. The sample was collected at Mann Beach on San Cristobal Island. The Galápagos Islands encompass two protected areas: Galápagos National Park and Galápagos Marine Reserve. These islands are particularly significant due to their unique ecosystems, making them an important site for scientific research. Designated a UNESCO World Heritage Site in 1978 due to their biological significance, the Galápagos Islands stand as one of the world’s most carefully protected natural areas. Visitors to the islands can engage in a variety of coastal and marine activities, including snorkeling, diving, and swimming. Additionally, they have opportunities to interact with local communities, purchase native goods and crafts, enjoy regional cuisine, and learn about local customs [23].

2. Literature Review

2.1. Motivations, Satisfaction, and Loyalty in Protected Areas

The planning and marketing of protected areas around the world, particularly marine and coastal ones, should take into account their unique geographical, ecological, natural, and cultural characteristics [22]. These distinctive features should align with government efforts to preserve such areas for future generations, ensuring that they remain free from pollution and human interference. This is especially significant for sites like the Galápagos Islands, which hold UNESCO World Heritage Site status [24].

Understanding the motivations for visiting protected areas is essential, as this information helps managers to design plans and activities that cater to tourists’ interests and needs [22,25]. Additionally, it contributes to identifying strategies to enhance visitor satisfaction and build loyalty toward these destinations.

Motivation is often described as the psychological needs and desires that stimulate, guide, and integrate actions and behaviors [26]. It is an internal drive that compels individuals to act in ways that lead to a desired experience or outcome [27]. In tourism, motivation refers to the set of needs that persuade individuals to engage in a tourist activity.

Studies of protected areas have shown that there is no universal set of motivations applicable to such locations, which can be attributed to the unique characteristics of each area, including its geography, nature, biodiversity, local communities, culture, and tourist programs designed by marketers and managers [28]. In this sense, Mutanga et al. [29] identified two sets of motivations for visiting two African state-protected areas, Gonarezhou National Park and Matusadona National Park in Zimbabwe. The push factors included appreciating wildlife, recreation and knowledge seeking, and feeling close to nature, while the pull factors were a peaceful/quiet environment, the abundance of wildlife, the availability of different plant species, the availability of various animal species, and wilderness and beautiful landscapes.

In another study, Silva et al. [28] investigated the mountainous Portuguese protected area of Alvão Natural Park. They identified four primary motives: connecting with nature and relaxing, engaging in the social and rural environment, seeking convenience and active recreation, and learning and practicing sports in nature.

2.2. Conceptualization of Satisfaction in Protected Areas

Visitor satisfaction is crucial in strategic marketing planning. It is defined as an emotional response following a purchase, or the psychological outcome of a traveler’s visit to a destination [30]. As a result, visitor satisfaction depends on whether the experience aligns or diverges from prior expectations, resulting in either contentment or discontent.

Understanding satisfaction within the tourism industry enables the development of a robust database, which serves as the foundation for designing and refining marketing campaigns [31]. Moreover, analyzing satisfaction levels helps to identify distinct tourist segments, guiding the creation of products tailored to the preferences of key consumer groups. This understanding also supports the creation of strategies to increase tourist visits to protected areas [32]. Therefore, marketers, tourism experts, and researchers must thoroughly investigate the factors contributing to overall satisfaction or dissatisfaction in order to enhance the visitor experience [33].

2.3. Conceptualization of Loyalty in Protected Areas

In tourism, loyalty refers to a visitor’s commitment to repurchase a good or service in the future, and to revisit a destination and recommend it to others [34,35]. According to Adam et al. [36], travelers have specific needs when they travel, and if those needs are met, travelers are likely to develop loyalty to the destination. This loyalty is demonstrated through behaviors such as spreading positive word-of-mouth, returning for future visits, and disregarding comparable alternatives.

In the context of protected areas, loyalty decisions, such as returning to a destination, are particularly sensitive to changes in the quality of coastal and marine environments. Schuhmann et al. [37] found that declines in seawater quality more strongly discourage return visits than other environmental factors. Similarly, Sangpikul [38] identified two critical aspects of tourist experiences in Phuket, Thailand, as key drivers of visitor loyalty, namely, beach attractions and the hospitality of locals. Additionally, Paudyal et al.’s [39] research on visitors to Nepal’s Gaurishankar Conservation Area (GCA) revealed that tourist loyalty is shaped by motivations and the quality of services.

In general, the motivations for visiting protected areas significantly influence loyalty. For instance, a study of Arenal National Park and the Caño Negro National Wildlife Refuge in Costa Rica confirmed that motivations such as self-development, interpersonal relationships, ego-defensive function, nature, escape, and rewards are closely associated with loyalty, as demonstrated by tourists’ intentions to return and recommend the destination to others. However, the impact of motivation on loyalty varies.

3. Development of Hypothesis

3.1. Motivational Factors and Satisfaction

Adam et al. [36] identified several motivations for visitors to Kakum National Park in Ghana, including escape-relaxation, socialization, learning, and nature-connectedness. They categorized satisfaction into four types: relaxation satisfaction, social satisfaction, education satisfaction, and sanitation satisfaction. Their findings revealed that specific motivations strongly influence these types of satisfaction. Notably, motivations related to escape and relaxation had the most significant impact on relaxation, sanitation, and socialization satisfaction. Similarly, Carvache-Franco et al. [40], in a study of Arenal National Park and the Caño Negro National Wildlife Refuge in Costa Rica, identified six motivational dimensions: an ego-defensive function, interpersonal relationships, self-development, building personal relationships, rewards, and escape. Among these, motivations related to rewards and escape were found to have the most significant influence on tourist satisfaction. This shows that understanding the relationship between motivation and satisfaction is critical for marketers and managers seeking to enhance the visitor experience in protected areas. By exploring these connections further, stakeholders can gain deeper insights into the factors that drive satisfaction, and can tailor their strategies accordingly. In this sense, the following section presents the relationship between tourist satisfaction and various motivational factors in protected areas.

3.2. Learning and Satisfaction

Research indicates that the motivation for learning in protected areas involves tourists traveling to specific destinations to learn about the history of the place, exploring its biodiversity, understanding the conservation efforts, discovering local legends and myths, engaging with local languages, appreciating local handicrafts, and experiencing traditional dances and cuisines [3,36]. Different studies have confirmed a significant relationship between learning and tourist satisfaction. For instance, research on coastal and marine destinations in Ecuador revealed that tourists motivated by learning exhibited high levels of satisfaction [41]. Similarly, a study in coastal and marine regions of Costa Rica confirmed that learning has a strong correlation with satisfaction [42].

The significance of learning’s relationship with satisfaction can be attributed to tourists seeking self-development and personal growth through knowledge acquisition and engaging with both the local and host cultures [43,44]. Subsequently, by fulfilling these needs, tourists experience a sense of satisfaction. Based on these findings, the following hypothesis is proposed:

H1: 

The motivation for learning (LE) has a significant positive influence on tourist satisfaction (SAT).

3.3. Heritage and Nature and Satisfaction

The heritage and nature dimension appeals to tourists who have a strong desire to visit natural and cultural landmarks, such as forests, wildlife, and landscapes, and to experience local customs and cultures [40]. It also includes nature-based activities, including wildlife viewing (such as bird watching, whale watching, turtle sightings, etc.), enjoying beaches, exploring marine life, observing flora and fauna, and experiencing natural wonders like waterfalls and unique weather patterns [45]. Heritage, as defined by Ramseook-Munhurrun et al. [46], encompasses local traditions and culture.

A review of the literature indicates a strong relationship between the motivation for heritage and nature and tourist satisfaction. For example, Bentz et al. [47] found a significant correlation between satisfaction and whale watching in the Azores. Similarly, Carvache-Franco et al. [41] confirmed this relationship in their study on coastal and marine tourism in Salinas, Ecuador. Mafi, Pratt, and Trupp [45] conducted a study on an ecolodge in Fiji, and also found that nature-based activities significantly influenced tourists’ satisfaction. Likewise, Paudyal et al. [39] reported a strong relationship between the motivation to experience nature and satisfaction in the Gaurishankar Conservation Area (GCA) in Nepal. In a study by Carvache-Franco et al. [40] in Arenal National Park and Caño Negro National Wildlife Refuge in Costa Rica, nature was identified as the most influential motivation for tourists’ satisfaction. Based on this analysis, the following hypothesis is proposed:

H2: 

The motivation for heritage and nature (HN) has a significant positive influence on tourist satisfaction (SAT).

3.4. Sun, Beach, and Sports and Satisfaction

This motivation dimension refers to visitors who come to coastal protected areas primarily for rest, relaxation, and participating in beach and seaside activities. These activities include fishing, beach walks, sunbathing, and sports like swimming and surfing [18]. Ecotourism studies have demonstrated a significant relationship between the sun, beach, and sports motivation dimension and tourist satisfaction. Carvache-Franco et al. [41] found that the motivation for sun, beach, and sports was the most influential factor in tourists’ satisfaction in the coastal and marine destination of Salinas, Ecuador.

A recent study of the Galápagos Islands in Ecuador revealed that tourists with “multiple motives” for visiting this place (including sports, nature, sun, learning, heritage, novelty, authentic coastal experience, and social interaction) reported the highest levels of satisfaction. In contrast, the “eco-coastal” group, which traveled specifically to see national parks and marine wildlife areas, observe sights, and learn about the Galápagos Islands’ flora and fauna, had comparatively low satisfaction levels [3]. Based on these findings, the following hypothesis is proposed:

H3: 

The motivation for sun, beach, and sports (SBS) has a significant positive influence on tourist satisfaction (SAT).

3.5. Authentic Coastal Experiences and Satisfaction

The concept of authentic coastal experiences was identified by Carvache-Franco et al. [41], and refers to visitors’ motivation to engage in activities that enhance their sense of authenticity as members of the community and culture. According to the findings of the authors, an authentic experience in coastal areas involves staying with local communities, sharing meaningful experiences with locals, feeling a deep connection with the lived experiences of the area, accessing goods from rural farms, and experiencing the coastal people’s lifestyle, as well as their connection to the coastal landscape.

Previous studies have found a significant positive relationship between authentic local experiences and satisfaction that arises from interactions with local communities during the visit, creating a sense of intimacy, connection, and fulfillment. These interactions’ helpful and entertaining nature often leads to higher satisfaction among tourists [48]. For example, Carvache-Franco et al. [42] studied ecotourism in Costa Rica, and concluded that tourists’ satisfaction is greatly influenced by their authentic coastal experiences. Based on this analysis, the following hypothesis is proposed:

H4: 

The motivation for authentic coastal experiences (ACE) has a significant positive influence on tourism satisfaction (SAT).

3.6. Novelty-Seeking and Satisfaction

The motive of novelty-seeking refers to tourists’ desire to travel to ecotourism destinations and protected areas to experience things they do not typically encounter, such as discovering unique flora and fauna or trying new attractions [40]. Nguyen et al. [49] identified four key factors that make up novelty-seeking motivation: boredom alleviation, experience-seeking, relaxation-seeking, and arousal-seeking.

A review of existing studies reveals a strong positive correlation between tourists’ satisfaction and their pursuit of novelty. Nguyen et al. [49] conducted a study in the river city of Can Tho, Vietnam, where they confirmed that novelty-seeking positively influenced tourist satisfaction. In another study of the Galápagos Islands in Ecuador, a significant relationship was found between novelty-seeking and satisfaction, though the strength of this relationship varied. Tourists in the eco-coastal group, who traveled specifically to visit national parks and marine wildlife areas, had lower levels of satisfaction compared to those in the multiple motives group, who visited the area for heritage, nature, sports, sun and beach activities, learning, authentic coastal experiences, social interaction, and novelty [3]. Based on these findings, the following hypothesis is proposed:

H5: 

Novelty-seeking motivation (NO) has a significant positive influence on tourist satisfaction (SAT).

3.7. Social Interaction and Satisfaction

Social interaction as a motivation relates to meeting family and friends, as well as seeking safety and protection [41]. Adam et al. [36] provided a broader definition, describing it as traveling to connect with others, particularly those who share similar interests, while also fostering a sense of belonging. Research has demonstrated a significant positive relationship between the motivation for social interaction and visitors’ satisfaction in coastal and marine areas. For instance, Carvache-Franco et al. [40] found that tourists’ satisfaction when visiting the Galápagos Islands was strongly linked to their social interaction motivation. In another study on the Galápagos Islands, Carvache-Franco et al. [50] identified two pull motives, passive marine and active marine, and two push motives, novelty and escape and social interaction. They confirmed that among these, social interaction, novelty, and escape were the most influential factors affecting tourist satisfaction. Based on this analysis, the following hypothesis is proposed:

H6: 

The motivation for social interaction (SI) has a significant positive influence on tourist satisfaction (SAT).

3.8. Satisfaction and Loyalty in Protected Areas

A considerable body of research has focused on the relationship between tourist satisfaction and loyalty in the context of protected areas, confirming a strong correlation between these variables [39,51]. For example, a study conducted among tourists at ecolodges in Sri Lanka revealed that incentives and satisfaction significantly influence travelers’ loyalty [20]. Additionally, specific satisfaction factors have been shown to impact tourists’ loyalty. A study of Samanes National Recreation Area, Santay Island National Recreation Area, and Morro Mangroves Wildlife Refuge in Ecuador confirmed that visitor satisfaction plays a crucial role in fostering loyalty. Similarly, in their study of Costa Rica’s Arenal National Park and Caño Negro National Wildlife Refuge, Carvache-Franco et al. [40] identified three ecotourism satisfaction dimensions: infrastructure, service, and nature and culture. Among these, nature and culture emerged as the most significant predictor of loyalty. Based on these findings, the following hypothesis is proposed:

H7: 

Tourist satisfaction (SAT) has a significant positive influence on destination loyalty (LOY).

4. Methodology

4.1. Study Area

The Galápagos Islands, a province of Ecuador, is an archipelago located 972 km off the Ecuadorian mainland in the Pacific Ocean. It covers a total area of 8010 km² and comprises 13 larger islands, 6 medium-sized islands, and 215 islets, all of volcanic origin. These “enchanted islands” are some of the most volcanically active regions in the world, contributing to their unique geological and ecological characteristics.

The Galápagos Islands are influenced by four major ocean currents: the Humboldt, Cromwell, Panama, and South Equatorial currents. These currents create distinct environmental conditions that support extraordinary biodiversity and have driven the adaptation and evolution of species, such as the iconic Galápagos giant tortoise. For this reason, this place was designated a UNESCO World Natural Heritage Site in 1978, fulfilling four of the ten criteria required for this prestigious designation.

To ensure the conservation of this unique archipelago, two primary protected areas and ten legal frameworks are in place. The first is the Galápagos National Park (GNP), established in 1959, which covers 97% of the terrestrial area of the islands. The second is the Galápagos Marine Reserve, one of the largest marine reserves globally. Declared a UNESCO World Heritage Site in 2001, it safeguards a diverse range of marine ecosystems and endemic species that contribute to the islands’ global ecological importance.

Each of the islands in this unique destination offers a wide range of coastal and marine activities. One of the most famous is Santa Cruz Island, home to Tortuga Bay Beach, renowned for its pristine white sand, clear turquoise waters, and for the fact that it is a nesting site for black turtles. Another highlight is Kicker Rock, located northwest of San Cristóbal Island, also known as León Dormido (Sleeping Lion Islet) due to its lion-like silhouette. This towering 144 m formation is celebrated for its breathtaking biodiversity, as visitors can snorkel or scuba dive there to encounter marine species such as sharks, rays, and sea lions. As a pristine and protected site, disembarkation on the beach is prohibited to preserve its natural integrity. (Figure 1).

Tourists can explore the Galápagos Islands through various options. They may opt for daily boat tours combined with overnight stays in hotels, or choose a cruise that offers a prearranged itinerary of attractions.

4.2. Questionnaire Design

The present study is part of a project that was approved ethically by the Polytechnic University of Ecuador ESPOL, Code: CIEC-16-2015. Informed consent was requested in writing at the beginning of the questionnaire. The questionnaire design was based on a thorough analysis of academic studies to identify appropriate items for measuring the constructs of motivation, satisfaction, and loyalty, as well as sociodemographic variables and trip characteristics. It included seven sociodemographic questions and six trip-related questions, adapted from Lee et al. [52].

Twenty-four statements were initially included to measure both the intrinsic and extrinsic motivations of tourists, based on Rid et al. [53]. These statements were rated on a 5-point Likert scale, ranging from 1 = “not important at all” to 5 = “very important”. During the analysis, items that did not meet the fit criteria were removed, resulting in 19 final items that were used to evaluate tourists’ motivations effectively.

Tourist satisfaction was measured using statements adapted from Kim and Park [33], with responses also rated on a 5-point Likert scale (1 = “not satisfied at all” to 5 = “very satisfied”). The construct of loyalty, including intentions to return, recommend, and spread positive word-of-mouth about the destination, was also based on Kim and Park [33]. This was measured using a 5-point Likert scale, where 1 = “strongly disagree” and 5 = “strongly agree”.

This structured approach ensured a comprehensive evaluation of the key factors influencing the tourist experience, while maintaining the validity and reliability of the measurements in the context of the Galápagos Islands.

4.3. Data Collection

The sample consisted of domestic and international tourists aged 18 years and older visiting the Galápagos National Park, specifically Playa Mann, on San Cristóbal Island. Surveys were conducted in person in January and February 2019, during peak tourist hours, between 10:00 a.m. and 6:00 p.m., to maximize interactions, increase response rates, and ensure data quality.

The surveys were designed to last between five and ten minutes to prevent respondent fatigue, respect the recreational nature of the visit, and ensure the collection of comprehensive and reliable information. Surveys were conducted primarily on weekends, and on some randomly selected weekdays, to ensure a representative sample of tourists. Visitors were approached while resting on beaches, or in cafés, minimizing disruptions to their activities and fostering a positive disposition to participate.

A physical paper format was used, proving well suited to the local conditions with limited connectivity. This method allowed for greater control over the data collection process, minimized potential errors, and was perceived as less intrusive, which helped to build trust among respondents. Questionnaires were reviewed periodically to ensure data integrity and quality.

Fieldwork was carried out by university students, who received training from the authors in ethical protocols, questionnaire review, and practical simulations. This ensured a standardized process and responsible handling of information.

Out of the 435 questionnaires administered, 407 were valid, excluding those with excessive missing data, outliers, or low response variability. The sample size was calculated for a finite population, considering that the Galápagos Islands received approximately 272,000 tourists in 2019, of which 67% were foreigners and 33% were nationals [54]. The study established a margin of error of ±4.85%, a confidence level of 95%, and a variation of 50%, ensuring the reliability and representativeness of the findings.

4.4. Data Analysis

The study employed structural equation modeling using the Partial Least Squares (PLS-SEM) method, a method commonly used to estimate models with constructs such as customer satisfaction, behavioral intentions, and customer loyalty. Sarstedt et al. [55]. This method is used to maximize the predictive capacity of models in exploratory research. Additionally, it allows for the inclusion of both composite and reflective models, and handles observable and latent variables with greater flexibility. PLS-SEM is particularly suitable for non-normal data distributions, and is effective for complex models with multiple constructs, indicators, and relationships. Unlike covariance-based SEM (CB-SEM), PLS-SEM is ideal for small sample sizes (starting from approximately 100 cases), while maintaining high-quality estimates [56].

To evaluate the measurement mode, we verified indicator reliability through the factor loadings of the items, assessed internal consistency using Cronbach’s Alpha and Composite Reliability coefficients, examined convergent validity with the Average Variance Extracted (AVE), and analyzed discriminant validity using the Fornell–Larcker criterion and the Heterotrait–Monotrait Ratio (HTMT).

The structural model was analyzed for precision, stability, and significance of the relationships between constructs using the bootstrapping technique, which generates multiple random samples with replacements from the original data. It enables the calculation of standard errors and confidence intervals for factor loadings and path coefficients. In this study, 5000 subsamples were generated to achieve robust estimates.

The global model fit was assessed using key indicators such as the coefficient of determination (R²), which measures the proportion of variance in endogenous constructs explained by exogenous constructs. Additionally, supplementary metrics, including the SRMR, NFI, and Chi-square test, were used to evaluate the overall adequacy of the model.

5. Results

All the items within the constructs exhibited significant loadings (λ), confirming that each item effectively measured its corresponding construct. The Cronbach’s Alpha values for all constructs exceeded the threshold of 0.7, indicating high internal reliability. For instance, the heritage and nature construct achieved a Cronbach’s Alpha of 0.810 and a CR of 0.874, demonstrating that the items related to the importance of tourism in natural areas and the experience of marine wildlife are both reliable and consistent.

All constructions also met the AVE criterion, with values exceeding 0.5, indicating good convergent validity. For example, the satisfaction construct achieved an AVE of 0.754, confirming that its items, such as overall satisfaction, time spent, and meeting expectations, successfully capture the concept of tourist satisfaction in the context of the Galápagos Islands (see

Table 1. Measurement model.

Construct and Indicators	λ	$\propto$	CR	AVE
[LE] Learning		0.775	0.816	0.605
LE1: Typical cuisine	0.961
LE2: Interest in myths and legends	0.652
LE3: Interest in local handicrafts	0.683
[HN] Heritage and Nature		0.810	0.874	0.635
HN1: Importance of tourism in natural areas	0.804
HN2: Importance of history and culture	0.796
HN3: Importance of coastal and marine tourism	0.842
HN4: Experiencing marine wildlife sites and national parks	0.741
[SBS] Sun, Beach, and Sports		0.771	0.865	0.682
SBS1: Importance of sun–beach tourism	0.763
SBS2: Importance of swimming	0.886
SBS3: Importance of water sports	0.823
[ACE] Authentic Coastal Experience		0.796	0.858	0.603
ACE1: Sharing interesting experiences with localpopulation	0.761
ACE2: Staying among coastal population	0.844
ACE3: Strong feelings toward experiences lived	0.747
ACE4: Lifestyle of coastal population	0.749
[NOV] Novelty-seeking		0.642	0.793	0.567
NOV1: To see things that I normally do not see	0.888
NOV2: To learn about flora and fauna	0.724
NOV3: For its tourist attractions	0.623
[SI] Social Interaction		0.763	0.894	0.808
SI1: To visit family and friends	0.911
SI2: For safety and protection	0.886
[SAT] Satisfaction		0.837	0.902	0.754
SAT1: General satisfaction	0.863
SAT2: Satisfaction with time spent	0.870
SAT3: Satisfaction in terms of meeting previous expectations	0.872
[LOY] Loyalty		0.759	0.862	0.677
LOY1: I intend to come back to this destination	0.704
LOY2: I intend to recommend this destination	0.889
LOY3: When I talk about Galápagos, I will say positive things	0.863

Note: λ = loading; $\propto$ = Cronbach’s Alpha; CR = Composite Reliability; AVE = Average Variance Extracted.

for details).

The Standardized Root Mean Square Residual (SRMR), with a value of 0.079, falls below the common threshold of 0.08, indicating that the difference between the observed and predicted correlations is relatively small. This suggests a good model fit and supports the reliability of the structural equation model.

In terms of explanatory power, Figure 2 demonstrates that the satisfaction (SAT) construct accounts for 25% of the model’s variance (R² = 0.250), reflecting a moderate level of predictive accuracy. This indicates that the exogenous variables in the model collectively explain one-fourth of the variance in satisfaction. While this highlights the relevance of the model, it also suggests the presence of additional, unmeasured factors that may influence tourist satisfaction.

For the loyalty (LOY) construct, the model explains 55.7% of its variance (R² = 0.557), representing a strong level of predictive accuracy. This result implies that more than half of the variance in loyalty is effectively explained by antecedent variables, particularly satisfaction. The high R² value for loyalty underscores the model’s ability to capture the critical factors driving tourists’ intentions to return, recommend, or spread positive word-of-mouth about the destination (see

Table 2. Fornell–Larcker and HTMT criteria.

Constructs	LE	HN	SBS	ACE	NOV	SI	SAT	LOY
LE: Learning	0.778	0.325	0.691	0.747	0.459	0.354	0.128	0.160
HN: Heritage and Nature	0.298	0.797	0.362	0.556	0.393	0.480	0.432	0.487
SBS: Sun, Beach, and Sports	0.469	0.281	0.826	0.503	0.505	0.516	0.241	0.241
ACE: Authentic Coastal Experience	0.625	0.457	0.401	0.777	0.378	0.369	0.272	0.291
NOV: Novelty-seeking	0.290	0.311	0.323	0.312	0.753	0.472	0.430	0.427
SI: Social Interaction	0.303	0.381	0.388	0.322	0.337	0.899	0.495	0.525
SAT: Satisfaction	0.156	0.366	0.201	0.254	0.350	0.396	0.868	0.926
LOY: Loyalty	0.148	0.383	0.181	0.253	0.328	0.409	0.746	0.823

Note: The square root of the AVE is shown diagonally in bold, and correlations between constructs are presented below the diagonal. The HTMT ratios are displayed above the diagonal.

for details).

The Fornell-Larcker criterion evaluates whether a construct shares more variance with its own indicators than with those of other constructs. Table 2 presents the results of this analysis, where the square root of the Average Variance Extracted (AVE), displayed in bold on the diagonal, is greater than the correlations between constructs (shown as values below the diagonal). These results confirm that all constructs exhibit adequate discriminant validity, demonstrating that the indicators effectively differentiate between the constructs.

The HTMT ratio provides a complementary assessment of discriminant validity. This method compares the average heterotrait–heteromethod correlations with the average homotrait–homomethod correlations. Discriminant validity is achieved when HTMT values fall below the threshold of 0.85 (or 0.90 under less stringent criteria). In this study, all HTMT values were below the 0.85 threshold, further confirming no excessive correlation between constructs and, therefore, supporting discriminant validity (see Table 2).

The learning construct (LE), which includes aspects like interest in local cuisine, legends, and crafts, did not significantly affect tourist satisfaction in the Galápagos (β = −0.079, p = 0.289, H1 not supported). This may be attributed to tourists primarily visiting the destination for its unique natural features, rather than to learn about cultural aspects. In a region renowned for its biodiversity, cultural and educational activities may not be the central focus for most visitors.

The heritage and nature construct (HN), which includes tourism in natural areas, history, and culture, had a significant positive impact on visitor satisfaction (β = 0.199, p = 0.001, H2 supported). This means that tourists are highly motivated by direct interactions with marine wildlife and visits to national parks in the Galápagos. These findings align with the destination’s global reputation as an ecotourism hotspot, where preservation and close encounters with biodiversity are key attractions.

Conversely, sun, beach, and sports activities (SBS), such as water sports and beach tourism, did not significantly influence tourist satisfaction (β = −0.013, p = 0.821, H3 not supported). While the Galápagos Islands provide beach-related activities, tourists seem to prioritize distinctive experiences, like interacting with native species or exploring marine reserves, over traditional beach tourism.

Authentic coastal experiences (ACE), such as engaging with local communities or becoming immersed in their lifestyle, did not significantly impact tourist satisfaction (β = 0.070, p = 0.256, H4 not supported). Visitors to the Galápagos prioritize interactions with nature over cultural immersion. This could stem from the perception of the Galápagos as a natural and wildlife-focused destination, rather than a cultural one. Tourists appear to be more captivated by marine and terrestrial fauna than by being in contact with the local populations.

Novelty-seeking (NOV), which involves experiencing unique elements not found in other destinations, had a significant positive effect on tourist satisfaction (β = 0.206, p = 0.000, H5 supported). This aligns with visitors’ expectations of the Galápagos as a destination offering unparalleled biodiversity and landscapes. The opportunity to see endemic species and distinctive natural features enhances the appeal of the islands, significantly boosting satisfaction. The uniqueness of the Galápagos’ flora and fauna fulfills tourists’ desire for new and extraordinary experiences.

Social interaction (SI), including activities such as visiting family and friends or enjoying a safe environment, also significantly influenced satisfaction (β = 0.257, p = 0.000, H6 supported). While the Galápagos is primarily known for its natural attractions, safety and opportunities for shared experiences also contribute to tourists’ satisfaction. The sense of protection and community in a remote setting like the Galápagos highlights the importance of safety perceptions and meaningful social connections.

Tourist satisfaction (SAT) had a strong and significant effect on destination loyalty (β = 0.746, p = 0.000, H7 supported). Satisfied tourists are more likely to return to the Galápagos and recommend it to others. This underscores the critical role of delivering a highly satisfying experience to foster loyalty and positive word-of-mouth. Satisfied visitors not only ensure repeat visits, but also promote the Galápagos’ reputation as a world-class tourist destination (see

Table 3. Structural model results.

Hypotheses	Path Coefficient (β)	Confidence Interval 2.5–97.5%	p-Values	Supported
H1: LE → SAT	−0.079	[−0.193, 0.092]	0.289	No
H2: HN → SAT	0.199	[0.086, 0.312]	0.001	Yes
H3: SBS → SAT	−0.013	[−0.122, −0.103]	0.821	No
H4: ACE → SAT	0.070	[−0.057, 0.187]	0.256	No
H5: NOV → SAT	0.206	[0.100, 0.313]	0.000	Yes
H6: SI → SAT	0.257	[0.137, 0.368]	0.000	Yes
H7: SAT → LOY	0.746	[0.689, 0.799]	0.000	Yes

).

6. Discussion

The results of this study reveal that learning (LE) does not significantly impact tourist satisfaction (SAT). This finding differs from prior research conducted in other protected destinations, such as mainland Ecuador and Costa Rica, where a positive relationship between learning and tourist satisfaction was identified [42]. This discrepancy may be attributed to the unique characteristics of the Galápagos Islands, whose primary appeal lies in their extraordinary biodiversity and opportunities to observe endemic species. In this context, tourists seem to place greater emphasis on nature-based experiences, such as exploring iconic landscapes or interacting with unique wildlife, over cultural or educational activities.

Moreover, cultural activities, such as learning about local traditions or cuisine, may be viewed as complementary rather than central to the overall visitor experience in the Galápagos. While learning plays a more prominent role in other forms of tourism, its significance may be diminished in destinations that focus highly on nature and conservation.

The findings confirm that connection with heritage and nature (HN) has a positive and significant impact on tourist satisfaction. This result aligns with previous studies that have emphasized the importance of nature-related motivations in tourist satisfaction at ecological and protected destinations, such as Arenal National Park in Costa Rica [40] and the Gaurishankar Conservation Area in Nepal [39]. In the Galápagos, direct interaction with its unique biodiversity, such as observing species like giant tortoises, endemic birds, and diverse marine life, is a central element of the tourist experience. The destination’s global recognition as an ecotourism hub, rooted in nature and conservation efforts, underscores the significance of these elements for visitor satisfaction.

Conversely, the findings indicate that sun, beach, and sports activities (SBS) do not significantly impact tourist satisfaction. This result contrasts with earlier studies in coastal destinations, such as Salinas in Ecuador, where these motivations were identified as key drivers of visitor satisfaction [41]. In the case of the Galápagos, this discrepancy may stem from the fact that tourists prioritize biodiversity-centered activities, such as wildlife observation and exploring coastal marine ecosystems, over traditional beach-related experiences. The pursuit of authentic interactions with nature reinforces the Galápagos’ identity as an ecotourism destination, rather than a conventional beach tourism spot, aligning with its marketing focus.

The results reveal that the authentic coastal experience (ACE) construct does not significantly impact tourist satisfaction. This differs from prior studies that have demonstrated a positive link between community interactions and tourist satisfaction [41,48]. In the context of the Galápagos, this discrepancy can be explained by the destination’s emphasis on biodiversity, which likely overshadows cultural experiences. Therefore, the variety of nature-related activities available to tourists may divert attention away from opportunities to engage with local communities.

The results confirm that novelty-seeking (NO) has a positive and significant effect on tourist satisfaction. This finding aligns with previous studies that highlight the relationship between the motivation to discover unique experiences and satisfaction in ecotourism destinations and protected areas [40,49]. In the case of the Galápagos, the opportunity to observe endemic flora and fauna alongside breathtaking landscapes fully meets visitors’ desire for new and unparalleled experiences. The uniqueness of the archipelago establishes novelty as a key driver of satisfaction, highlighting the importance of preserving the destination’s biodiversity and distinctive characteristics as cornerstones of its tourism appeal.

The results confirm that social interaction (SI) has a positive and significant impact on tourist satisfaction. This finding is consistent with previous research highlighting the role of social interaction in enhancing visitor satisfaction in coastal and marine areas [40]. In the Galápagos, the opportunity to share experiences with family, friends, or fellow travelers, coupled with the destination’s reputation for safety, strengthens tourists’ emotional connection to the place, thereby increasing overall satisfaction. This shows that, beyond being drawn by unique biodiversity and stunning landscapes, tourists highly value creating shared memories with loved ones in a secure and sustainable environment.

Finally, the results confirm that tourist satisfaction (SAT) has a significant and strong influence on destination loyalty (LOY). This finding is in line with prior studies emphasizing satisfaction as a key predictor of loyalty in protected areas [3,39,51]. In the case of the Galápagos, high levels of satisfaction not only encourage tourists to return, but also increase their likelihood of recommending the destination to others, reinforcing its reputation as a world-class ecotourism hub. These results highlight the importance of ensuring satisfying experiences for visitors, as this fosters tourist loyalty and generates positive word-of-mouth, a crucial element for maintaining the destination’s competitiveness and sustainability.

6.1. Theoretical Implications

This study makes a significant contribution to the academic literature by identifying a comprehensive set of motivating factors specific to protected marine areas, particularly the Galápagos Islands. It integrates six distinct motivations: sun, beach, and sports; heritage and nature; learning; authentic coastal experiences; novelty-seeking; and social interaction. Unlike previous research, which has often considered these motivations individually, this study explores their interplay, highlighting the diverse reasons that drive visitors to the Galápagos Islands. This approach provides a deeper understanding of the complex dynamics influencing tourists in protected marine areas.

A second key contribution of this study lies in exploring the relationship between specific motivations and visitor satisfaction in a protected marine area. The findings reveal the motivations that significantly impact tourist satisfaction in the Galápagos, offering important insights for future studies in these types of destinations.

6.2. Practical Implications

The findings of this study emphasize the importance of aligning tourism management and promotion strategies with the specific characteristics and motivations of visitors to the Galápagos Islands. By prioritizing activities that maximize the perceived value for tourists and meet their primary expectations, destination managers can enhance satisfaction, while promoting sustainable tourism practices.

Tourism management strategies should continue to focus on nature-based activities, such as hiking in national parks, wildlife observation, and environmental interpretation. By maintaining this emphasis on preservation and offering authentic experiences tied to the natural and cultural heritage of the Galápagos, tourist satisfaction can be further enhanced, while safeguarding the unique environment of the islands.

Promotion and development strategies should highlight the destination’s distinctive attributes, such as its marine reserves and unique species, to align with visitors’ key motivations. Integrated management is essential to ensure the sustainability of activities which not only protect the natural environment, but also maximize tourist satisfaction.

The findings indicate that tourists tend to prefer direct interactions with nature, such as observing endemic species and exploring marine ecosystems, rather than community-based experiences. Consequently, tourism strategies should prioritize natural experiences, while cultural elements should be considered complementary. Although the motivation for authentic coastal experiences (ACE) did not significantly drive satisfaction in this study, it still holds the potential to diversify tourism offerings, as long as it aligns with the broader sustainability goals and the unique character of the archipelago.

Moreover, the Galápagos Islands should be promoted as a destination that satisfies visitors’ desire for discovery, thereby maximizing their experiences and overall satisfaction. By emphasizing the exclusivity of their natural offerings, the Galápagos Islands can strengthen their position as a global icon for sustainable and nature-focused tourism.

Finally, destination management should consider fostering a sense of community and belonging to enhance the tourist experience. Strengthening the perception of safety and encouraging social interaction among visitors can play a crucial role in further improving satisfaction and reinforcing the Galápagos’ reputation as a world-class destination.

7. Conclusions

Conducting motivation studies in protected marine areas contributes significantly to both the academic literature and the practical management of tourism services. This study, conducted in the Galápagos Islands, provides valuable insights into the motivational factors that influence tourist satisfaction and loyalty in such destinations. Specifically, it identifies six key dimensions of motivation: learning, heritage and nature; sun, beach, and sports; authentic coastal experiences; novelty-seeking; and social interaction.

The study found that learning (LE), sun, beach, and sports (SBS), and authentic coastal experiences (ACE) have an insignificant impact on tourist satisfaction. In contrast, the motivations for heritage and nature, novelty-seeking, and social interaction all have a significant positive effect on satisfaction. Additionally, the study confirmed that tourist satisfaction plays a significant and strong role in fostering destination loyalty.

These findings offer both theoretical contributions to the academic literature and practical implications for tourism managers and service providers in protected areas, helping them to tailor strategies that enhance visitor experiences and loyalty. However, while the study offers these valuable insights, it is not without its limitations. First, its focus on the Galápagos Islands limits the ability to generalize the results to other protected marine areas. Future research could address this limitation by exploring other protected areas, enabling a broader understanding of the motivations that drive tourist satisfaction and loyalty in different contexts.

Additionally, this study only explored the impact of six specific motivations on satisfaction. Further research could extend the scope to examine how these motivations influence loyalty. Furthermore, other variables, such as demographic characteristics (e.g., age and gender), could offer additional insights into the relationships between motivation, satisfaction, and loyalty. Future studies could also investigate the moderating effects of sociodemographic factors to better understand how they influence tourists’ experiences and behaviors in protected marine areas.

Lastly, while this study focuses on the Galápagos Islands, it could be valuable to replicate it in other protected marine areas, such as the Hawar Islands in Bahrain, to compare motivational factors across different regions.