Motivation, Satisfaction, Place Attachment, and Return Intention to Natural Destinations: A Structural Analysis of Ayabaca Moorlands, Peru

Abstract

This study examines the relationships among motivation, satisfaction, place attachment, and revisit intention in the context of ecotourism in the Ayabaca Moorlands, a biodiverse Andean ecosystem of high cultural significance in northern Peru. Using a non-experimental quantitative design, data were collected from 350 national and international visitors and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings reveal that while motivation does not directly influence place attachment, it significantly affects satisfaction and revisit intention. Results provide empirical evidence that satisfying experiences foster enduring emotional bonds with environmentally sensitive destinations. The study underscores the importance of tourism management strategies that cultivate emotional connections and visitor loyalty while integrating cultural and contextual factors to ensure the long-term sustainability of high-mountain ecotourism.

1. Introduction

Recently, the tourism sector has undergone significant transformations, shifting from conventional tourism to more immersive and interactive travel experiences (Zhao et al., 2025; Banerjee & Tyagi, 2024). Tourism constitutes a strategic economic activity, widely recognized for its contribution to development and social welfare (Bayih & Singh, 2020). Within this framework, tourism can be understood as the movement of individuals away from their customary environment with the objective of partaking in cultural, natural, recreational, or business-related experiences (García & Moral Jiménez, 2020; Moll de Alba Cabot et al., 2017). The industry is characterized by its promotion of the production and participation of the local population; moreover, the services offered are inherently tied to the specific territorial context (Escobedo Garrido et al., 2023).

Tourists have adopted a relational dynamic with the environment, influenced by elements such as infrastructure, hospitality, culture, and the natural resources of the destination (World Tourism Organization [UNWTO], 2025). Consequently, tourism operates as a platform for experiential exchange, benefiting visitors by satisfying their expectations for leisure and learning, while simultaneously enhancing the economic, social, and cultural development of local communities (Méndez & Guerra, 2025; Olmos Martínez et al., 2020).

From the perspective of the visitor, tourism responds to perceived needs and internalized values, constituting a multidimensional construct that reflects psychological, social, and economic differences (Güzel et al., 2020). Nowadays, travelers prefer destinations that align with the principles of environmental sustainability and cultural authenticity. Factors influencing their decisions include environmental responsibility, cultural commitment, the search for unique experiences, and the perception of safety (Dobre et al., 2024). Therefore, tourism is a complex phenomenon formed by human factors, geographical aspects, and time-related elements, which collectively influence the construction of the destination (Pousa Unanue et al., 2025). Segmenting tourist satisfaction by push and pull factors has revealed that only pull motivations significantly impact return intention to the destination (He & Luo, 2020).

Tourism is one of the development models with the greatest potential to transform communities and preserve cultures (Medina Esparza & Arnaiz Burne, 2017). Ecotourism exemplifies this potential, having evolved as an alternative aimed at creating employment and fostering the development of local societies (Castro et al., 2017). This model involves preserving natural resources and strengthening alternative economies in buffer zones (Magio & Velarde Valdez, 2019). To ensure long-term viability, ecotourism development must minimize environmental impacts, respect local traditions, promote equitable income distribution, and actively involve stakeholders throughout all phases of the tourism process (Gonzáles Mantilla & Neri, 2015).

The Andean moorlands are among the most fragile high-mountain ecosystems, distinguished for their biodiversity and crucial role in hydrological regulation (Rosero-Erazo et al., 2024). They extend from the Cordillera de Mérida in Venezuela, through Colombia and Ecuador, to the Huancabamba Depression in northern Peru (Postigo et al., 2024; Pazmiño et al., 2024). The cold and humid climate, with marked daily temperature variations, creates a unique environment (Solarte et al., 2022). In Colombia, certain communities have begun implementing gardens founded upon an agroecological approach, thereby establishing the foundation for agro-ecotourism (Verano Jiménez & Villamizar González, 2017).

Agro-ecotourism is an activity that supports farmers, offering opportunities to improve the socioeconomic development of rural communities (Taveras et al., 2022; Hernandez Cruz et al., 2014), particularly targeting environmentally conscious visitors. These activities are implemented through ecological tours or walks that allow visitors to appreciate nature and participate in experiential activities aimed at both enjoyment and environmental education (Paz-Montes et al., 2020).

Peru possesses 46,184 hectares of moorland areas (Hofstede et al., 2014), providing a favorable environment for the development of agrotourism. This form of tourism enables visitors to integrate into rural life by participating in daily activities and appreciating the special characteristics of agricultural landscapes (Flores Barrera & Ríos Elorza, 2021). Within this context, the communities near the moorlands have developed tourism services, such as food, lodging, guided tours, and horse-riding facilities, thereby creating a local value chain (Calderón Ramírez, 2022). Farmers, to supplement their income, often engage in agrotourism, which is characterized by family-based work on agricultural holdings where families own the means of production (Basta et al., 2023). It is important to note that policies related to agricultural and environmental education play a decisive role in promoting sustainable agriculture (Tavárez & Cortés, 2024). Genuine agrotourism is defined by the close relationship between agriculture and local culture, representing a tourism experience in which visitors engage directly with farmers and their production systems (Rodrigues Ferreira & Sánchez-Martín, 2022).

From a sociological and psychological perspective, the empirical study of tourism motivation and satisfaction is key in assessing the quality of destinations and their ability to meet visitor expectations (Rudan et al., 2024). However, there remains a notable theoretical gap in the integrated application of the “motivation–satisfaction–place attachment–return intention” framework within high Andean ecoregions—particularly those where religious, cultural, and natural motivations intersect. Prior research (Rejón Guardia et al., 2023; He & Luo, 2020) has largely concentrated on coastal or urban contexts, overlooking the unique socio-cultural traditions, environmental fragility, and spiritual significance of ecosystems such as the Ayabaca Moorlands.

This study addresses that gap by providing empirical evidence on how ecotourism experiences in the Ayabaca Moorlands influence emotional attachment to the destination and, in turn, visitor loyalty. The applied contribution lies in offering actionable insights for sustainable destination management, community-based tourism strategies, and visitor retention programs in high-altitude rural areas.

The objective of this research is to empirically analyze the relationships among motivation (EM), satisfaction (SA), place attachment (PA), and return intention (R) in the specific natural environment of the Ayabaca Moorlands. To achieve this, the study validates a structural model that identifies both direct and indirect relationships among latent constructs, offering theoretical advancement and practical guidance for destination managers and policymakers.

2. Literature Review

The behavioral dynamics of visitors to natural destinations can be understood as an interconnected process in which visitor characteristics influence travel motivation, which in turn affects satisfaction with the destination. Satisfaction then fosters emotional bonds conceptualized as place attachment that ultimately shape the intention to revisit or recommend the destination. This causal chain has been supported in tourism and leisure studies (Zavaleta Chavez Arroyo et al., 2024; Fytopoulou et al., 2021; Prada Trigo & Pesántez Loyola, 2017), but its application to high Andean ecoregions remains limited.

2.1. Visitor Profile and Its Relationship to Motivation

It is essential for tourism operators to understand tourist profiles, as these profiles act as the starting point in the causal sequence influencing motivations, satisfaction, and loyalty. They encompass demographic, socioeconomic, and psychographic traits that describe visitors (He & Luo, 2020), including the main purpose of their visit and the kind of tourism influence they could create. Market segmentation analysis, therefore, is not merely descriptive but serves as a strategic tool for predicting motivational patterns (Fytopoulou et al., 2021). Segmentation is based on variables such as age, gender, travel reasons, and consumption behavior (Prada Trigo & Pesántez Loyola, 2017), which are essential for understanding tourism market dynamics and designing appropriate management and promotion strategies. For example, Ma et al. (2018) found that older tourists prioritize comfort and safety, whereas younger tourists prioritize authenticity and cultural experience. In highly competitive tourism markets, where natural or architectural resources are no longer sufficient to differentiate a destination, authenticity and originality are consolidated as a strategic comparative advantage (He & Luo, 2020).

It is imperative to ascertain the factors that influence destination selection and establish a direct correlation between the motivation to travel and activities to be undertaken (Douglas et al., 2024). In this sense, the profile of visitors who practice ecotourism is related to the “nature appreciation” factor, which is strongly linked to intrinsic motivations to engage with pristine environments (M. Carvache Franco et al., 2019).

2.2. Motivation of Visitors for Ecotourism

The selection of a tourist destination is determined by motivation, a key factor in influencing visitors’ travel decisions (Gaetjens et al., 2023). The scientific literature on consumer motivation has shown that this variable is dynamic and susceptible to changes in accordance with changes in the environment and variations in social behavior patterns (Aguilar Rivero et al., 2025). Leisure motivation has been used as a key construct to predict and explain people’s choice of certain recreational activities (Lee et al., 2023). Moreover, motivation not only entails an objective dimension of reality but also something at the level of desire and the imaginary, within a universe of meaning that shapes behaviors (Osorio et al., 2017). On the one hand, visitors internally experience desires leading them to seek a series of goals with which they can reduce their drive; plus, there are factors that attract tourists based on their prior knowledge of objects with certain attributes (Olague, 2016).

Motivation is a reflection of people’s different desires and needs, with implications for satisfaction, trip characteristics, and destination (Sánchez Oro et al., 2021). Therefore, the motivation or purpose of the trip is usually studied based on the tourists’ opinions. Its impact on destination satisfaction and loyalty is widely recognized as a key factor in the success of tourism (Al-Okaily et al., 2023). (Fennell, 2014) emphasized the significance of motivation in promoting enduring tourism growth, with ecotourism presenting a chance to revive tourism operations (Esparza Huamanchumo et al., 2020).

The motivations and sociodemographic traits of visitors are closely linked to their level of satisfaction (Castaño-Prieto et al., 2024; Seong & Hong, 2021), with their main reasons being to be closer to nature, improve their physical condition, and meet people with similar interests (Staffieri & Cavagnaro, 2018).

2.3. Visitor Satisfaction

Satisfaction is the psychological outcome of visitors after the destination experience; consumers assess the service compared to a certain standard (Adam et al., 2019), perceiving the characteristics and elements through the image of the place (Pérez Gálvez et al., 2018). Visitor satisfaction is a multidimensional construct relating to the perception of a destination, based on the quality of services, the experience, and congruence between previous expectations and reality (W. Carvache Franco et al., 2024). Similarly, (Cerezo López et al., 2022) have shown that visitor satisfaction is a key determinant of customer loyalty, returns, and the positive dissemination of the reputation of a destination. Loyalty is a key variable in a tourism destination as an element driving return intention, in recommendation to third parties, and role modeling the relationship between the perception of the destination image and visitor loyalty (Prada Trigo et al., 2018).

In tourism, satisfied visitors are more likely to develop a positive destination image, recommend the site, and return, thus reinforcing the sustainability of the tourism system (Bratić et al., 2024). Satisfaction is the emotional and cognitive judgment of visitors after comparing their expectations with the actual experience during their trip (H. Zhang et al., 2021). Furthermore, satisfaction is regarded as a pivotal factor in fostering brand loyalty. It exerts a significant influence on customer purchase behavior, which in turn impacts repeat purchases and recommendations of products and services to other customers (Keller, 2020).

2.4. Place Attachment and Emotional Bond

Place attachment theory was developed based on place and attachment theories; thus, it is understood as being the emotional relationship between people and places (Jin et al., 2020). In this sense, place attachment includes affective, emotional, and cultural bonds that a person establishes with a specific place (Otoo et al., 2021).

The interactions between residents and their environment are a component of place attachment. This relationship is expressed through positive or negative feelings (Surla et al., 2025). Favorable impacts of the perception and evaluation of a destination on future travel intention have been indicated (Jiang & Chen, 2019).

Place attachment is not static but dynamic, and it changes depending on the time invested and information available (Stylidis, 2020). Place attachment in destinations linked to natural areas has been related to pro-environmental and preservation behaviors. Wang et al. (2022), highlight the mediating role of place attachment among authentic experiences, active participation in green activities, and destination loyalty. The tourism experience increases the level of place attachment and, consequently, promotes environmentally responsible behaviors (J. Zhang et al., 2024).

Frequent visitors to certain tourist destinations are usually those with a high level of place attachment. In natural areas, visitors are motivated by the connection with nature and environmental immersion activities (Ajuhari et al., 2023). Furthermore, place attachment has a direct impact on the return intention to ecotourism destinations, especially when considered along with variables such as destination image and anticipated tourist emotions (Luong, 2023).

2.5. Return Intention to the Natural Area

One of the main indicators used by tourism destinations to assess their success is the return intention or recommendation (Vanegas & Muñetón Santa, 2023). This intention is closely related to the level of tourist satisfaction depending on prior experience in this destination (Rahman & Mia, 2025). Numerous research studies conducted in various countries have demonstrated that a memorable on-site experience exerts a positive and direct influence over return intention, particularly when amplified by electronic word-of-mouth (eWOM) and reinforced by visitors’ emotional engagement (Arango Espinal et al., 2024).

Studies developed in countries like China and Malaysia have shown that a positive image of the destination not only improves the general perception of the place but also strengthens the emotional bond between tourists and the natural environment, encouraging loyalty behaviors such as return intention and recommendation (Ma et al., 2018). Consequently, the return intention is influenced by multiple factors, including visitors’ motivations, which may be geared toward personal development, active participation, learning, or social interaction as an escape from daily routine (Esparza-Huamanchumo et al., 2024). Furthermore, for nature destinations, motivations such as the desire to escape routine, the search for authenticity, and connection with the environment have been identified as key determinants of return behavior (M. Carvache Franco et al., 2019).

An example of this phenomenon is the Piura Moorlands, a high-mountain ecosystem that generates an emotional connection with visitors due to its eco-friendly natural environment (Kim et al., 2023). This destination not only offers an immersive experience in nature, allowing visitors to escape from daily stress and improve their physical and mental well-being, but also serves as a setting for cultural and spiritual practices, such as esoteric healing and magical–religious rituals (Torres & López Sotomayor, 2009). By participation in activities such as hiking, observing flora and fauna, or interacting with local communities, visitors understand the ecological and cultural value of the ecosystem (Torres & Recharte, 2008). As (Luong, 2023) mentions, a positive green destination image with sustainable motivations enhances place attachment, which significantly increases the return intention or recommendation of the destination.

2.6. Integration of the Motivation–Satisfaction–Place Attachment–Revisit Model

Extant research demonstrates that motivation exerts a direct influence on satisfaction (Bayih & Singh, 2020). Likewise, place attachment emerges as an emotional bond that strengthens revisit intention (J. Zhang et al., 2024). However, the application of this model in high Andean ecoregions remains limited, particularly in contexts where religious and cultural motivations coexist with environmental drivers (Luong, 2023; Jin et al., 2020). This gap underscores the need for empirical validation in Ayabaca, a destination that combines natural heritage with ancestral cultural practices.

This study analyzes the relationships among motivation, satisfaction, attachment to place, and intention to return in the context of ecotourism in the Ayabaca Moorlands. The proposed hypotheses are as follows:

H1. 

Motivation (EM) is positively related to satisfaction (SA).

H2. 

Motivation (EM) is positively related to place attachment (PA).

H3. 

Motivation (EM) is positively related to return intention (R).

H4. 

Satisfaction (SA) is positively related to place attachment (PA).

H5. 

Satisfaction (SA) is positively related to return intention (R).

H6. 

Place attachment (PA) is positively related to return intention (R).

As shown in Figure 1, these hypotheses form the theoretical framework that guides the choice of the statistical approach and underpins the interpretation of the empirical results, enabling a comprehensive evaluation of the proposed structural model.

3. Materials and Methods

3.1. Study Area

The study was conducted in the province of Ayabaca, a unique destination in the Piura region of northern Peru (Municipalidad Provincial de Ayabaca, 2021), renowned for its high biodiversity, history, and cultural heritage. This destination stands out for its natural and cultural wealth, as well as its location in an ecological transition zone between the highlands and the cloud forest, which fosters remarkable landscape diversity (Figure 2).

The tourism area of the province of Ayabaca comprises 18 tourist resources registered in the inventory of the (Ministerio de Comercio Exterior y Turismo [MINCETUR], 2025). Ayabaca incorporates highly significant cultural expressions, the most prominent being the Señor Cautivo de Ayabaca festivity, recognized as the main religious event and a symbol of regional cohesion, and acknowledged as a safe and high-quality tourism destination (La República, 2021). The province also preserves ancestral practices linked to family farming and livestock herding, along with culinary traditions based on native products such as potatoes, maize, and guinea pig, which enrich the visitor experience.

According to tourism indicators from the Regional Directorate of Foreign Trade and Tourism (Dirección Regional de Comercio Exterior y Turismo [DIRCETUR], 2024), Ayabaca receives an estimated 40,000 to 50,000 visitors annually, mainly concentrated during the religious festivities in October. Outside this peak period, tourism shows marked seasonality, with low visitor flow and a limited supply of organized activities. Tourism infrastructure remains at an early stage, offering basic accommodation and food services, mostly managed by local families. Several pedestrian trails connect rural communities with natural resources; however, many require improvements in signage and maintenance.

In this context, the main tourism activities in Ayabaca include participation in religious festivities, hikes along ecological trails, and landscape observation, particularly of the moorlands and the Cuyas cloud forest, as well as visits to archaeological sites such as Aypate. These experiences attract visitors who travel long distances, motivated by religious devotion and cultural attachment to the destination. Furthermore, the moorland landscape, located within rural communities, has generated growing interest in authentic experiences that fulfill visitors’ expectations of direct contact with nature and local culture. In this setting, agro-ecotourism has begun to consolidate as an emerging tourism modality, enabling visitors to interact with farming families, learn about native crops, and engage in hands-on activities with a focus on sustainability (Chiodo et al., 2019).

3.2. Data Collection

This quantitative research employed a non-experimental correlational design to examine the relationships among motivation, satisfaction, place attachment, and return intention among visitors to the moorlands of Ayabaca. The Structural Equation Modeling(SEM) technique was selected due to its capacity to analyze interdependent relationships among latent variables, allowing for the validation of the proposed hypotheses (Falk & Miller, 1992). The model comprised four constructs: motivation, satisfaction, place attachment, and return intention.

Study Population and Sampling

The study population consisted of domestic and international visitors aged 18 years and older who traveled to Ayabaca during the Señor de Ayabaca religious festivity. According to regional tourism indicators, the event annually attracts between 40,000 and 50,000 visitors (Dirección Regional de Comercio Exterior y Turismo [DIRCETUR], 2024) From this population, a non-probability convenience sampling approach was used, resulting in 350 valid responses. This sample size was deemed adequate for SEM analysis, exceeding the minimum thresholds recommended in the literature for models of similar complexity.

Data collection was carried out in October 2024 at various strategic points in the city of Ayabaca. The questionnaire was administered in person through direct engagement with tourists in high-concentration areas (church, main square, and access points to ecological trails).

The survey was designed by the researchers based on a literature review and structured according to the study variables to assess visitors’ opinions. It comprised 24 items addressing the identified topic, with responses measured on a five-point Likert scale: 1 (Strongly disagree), 2 (Disagree), 3 (Neutral), 4 (Agree), and 5 (Strongly agree). Ethical protocols were strictly followed to ensure data quality, including verification of respondent profiles, obtaining verbal informed consent, ensuring voluntary participation, and maintaining confidentiality.

3.3. Instrument

The data collection instrument was a structured questionnaire composed of two main sections. The first section gathered sociodemographic information, including age, place of origin, educational level, and travel frequency. The second section comprised items corresponding to the study’s research constructs: (1) visitor motivation, including escape, contact with nature, building interpersonal relationships, and rewards; (2) visitor satisfaction, including self-development; (3) place attachment, covering place identity and place dependence; and (4) revisit intention, referring to the willingness to return to the natural area, as shown in

Table 1. Scales used.

Variable	Literature	Items	Indicators	Adjustments Made
Motivation (EM)	Kim et al. (2023); Gaetjens et al. (2023); Sánchez Oro et al. (2021); Staffieri and Cavagnaro (2018) Ma et al. (2018)	13	To escape from routine. To escape crowds. To avoid interpersonal stress. To understand the natural world. To connect with the environment. To get to know more about nature. To interact with community members. To be with other people, if I need them. To strengthen ties with my family. To reflect on memories. To remember the times of my parents (ancestors). To explore the unknown. To experience new things.	The elements were reduced, retaining the most relevant. The language was adapted to the context of the natural space and the uniqueness of the location.
Satisfaction (SA)	W. Carvache Franco et al. (2024); Kim et al. (2023); Adam et al. (2019)	3	Compared to other places with similar natural spaces that I have visited before, it is an ecotourism destination. My decision to visit for ecotourism is the best. This tourist experience is worth my effort and time.
Place attachment (PA)	J. Zhang et al. (2024); Wang et al. (2022); Hernández (2021)	8	I feel like this place is part of me. The tourist destination is very special to me. I strongly relate to the tourist destination. No other place compares to this tourist destination. I get more satisfaction from visiting this tourist destination than any other place. Visiting this tourist destination is more important than any other similar place. I would not choose any other place to do what I love doing in this tourist destination.
Return intention (R)	Nguyen Huu et al. (2024); Kim et al. (2023)	1	I intend to visit this destination again.

Note. Obtained from survey processing.

.

The average response time was approximately 15 min, ensuring that participants could complete the questionnaire voluntarily and anonymously. Prior to participation, respondents received a brief explanation of the study’s purpose. Data collection was conducted by a previously trained research team, following standardized procedures to minimize bias and ensure consistency in interactions with visitors.

In

Table 2. Individual item reliability results for the measurement model.

EM	Motivation	External Weighs	VIF	CR	AVE	VIF
EM1	To escape from routine	0.570	2.220	0.884	0.367	3.248
EM2	To escape crowds	0.531	2.194
EM3	To avoid interpersonal stress	0.589	3.023
EM4	To understand the natural world	0.629	2.402
EM5	To connect with the environment	0.681	3.248
EM6	To get to know more about nature	0.558	1.939
EM7	To interact with community members	0.603	2.563
EM8	To be with other people, if I need them	0.571	2.358
EM9	To strengthen ties with my family	0.704	2.141
EM10	To reflect on memories	0.756	5.169
EM11	To remember the times of my parents (ancestors)	0.723	4.210
EM12	To explore the unknown	0.457	5.596
EM13	To experience new things	0.403	5.371
SA	Satisfaction
SA14	Compared to other places with similar natural spaces that I have visited before, it is an ecotourism destination	0.718	1.392	0.902	0.725	1.392
SA15	My decision to visit for ecotourism is the best	0.917	2.586
SA16	This tourist experience is worth my effort and time	0.904	2.442
PA	Place attachment
PA17	I feel like this place is part of me	0.788	3.105	0.853	0.618	5.112
PA18	The tourist destination is very special to me	0.798	5.112
PA19	I strongly relate to the tourist destination	0.757	3.951
PA20	No other place compares to this tourist destination	0.653	1.616
PA21	I get more satisfaction from visiting this tourist destination than any other place	0.836	3.039
PA22	Visiting this tourist destination is more important than any other similar place	0.822	4.871
PA23	I would not choose any other place to do what I love doing in this tourist destination	0.817	4.247
R	Return intention
R24	I intend to visit this destination again	1.000	1.000

Note. Obtained from survey processing.

, this study presents the analysis of the relationships among motivation, satisfaction, place attachment, and intention to return to the Ayabaca Moorlands; a SEM analysis was performed to pay strict attention to construct validity, reliability, and hypothesis testing contributing to this research work. For item reliability, all weights are higher than 0.707, with the exception of eleven items belonging to motivation and one item to place attachment. However, we kept these items because their contents are important to define each of the constructs; the individual reliability of the items is adequate (Hair et al., 2017).

First, the Variance Inflation Factor (VIF) was employed to detect potential multicollinearity among the variables. A variable is typically considered highly collinear when its VIF exceeds 10, which occurs when Rj2 is greater than 0.90. In this study, all VIF values were below the threshold of 10 (Gujarati & Porter, 1978).

3.4. Data Analysis

Data analysis was conducted using the Structural Equation Modeling (SEM) approach. The Partial Least Squares Structural Equation Modeling (PLS-SEM) technique was selected for several reasons. First, it is particularly suitable for exploratory research and complex models involving multiple relationships among latent variables. The proposed model comprises four constructs with multiple indicators, making PLS-SEM an appropriate choice given its efficiency in handling high-dimensional models.

SEM is an analytical method that allows for the simultaneous assessment of both the measurement model’s validity and the hypothesized structural relationships (Qin & Chen, 2025). In this study, PLS-SEM was applied because the primary objective was to predict and explain the variance of dependent variables, namely, satisfaction, place attachment, and revisit intention to the natural area.

The adoption of PLS-SEM ensured that the analysis was not only theoretically grounded but also methodologically appropriate, considering the study’s nature and objectives (Daoud et al., 2025). PLS-SEM serves the study’s main goals by effectively explaining variance and relationships among latent variables while offering strong predictive analytical capacity (Şengül, 2025).

4. Results

4.1. Characteristics of the Participants

In the

Table 3. Demographic characteristics.

Characteristics	N = 350	Frequency	%
Sex	Female	186	53.1
	Male	164	46.9
Age (years)	18–24	82	23.4
	25–34	99	28.3
	35–44	70	20.0
	45–54	61	17.4
	55–64	22	6.3
	65 and above	16	4.6
Level of education	Primary school	31	8.9
	Secondary school	77	22.0
	Technical education	77	22.0
	University education	165	47.1
Reason for visit	Visiting friends or relatives	34	9.8
	Tourism	138	39.4
	Business/events	166	47.4
	Studies	4	1.1
	Other	8	2.3
Revenue	1000 or less	128	36.6
	1001–2000	100	28.6
	2001–3500	76	21.7
	3500–5000	33	9.4
	5000–7000	7	2.0
	+7000	6	1.7
Visit (times a year)	1–2	314	89.7
	3–4	31	8.9
	5–6	1	0.3
	More than 6	4	1.1

Note. Obtained from survey processing.

, the sample consisted of 350 visitors: 53.1% were female and 46.9% were male. The age group with the highest percentage was 25–34 years old (28.3%), and the minority was 65 years old or older (4.6%). Visitors arriving in Ayabaca are mostly in the age range of 25–34 years. The education level was distributed across primary school (8.9%), secondary school (22%), technical training (22%), and university studies (47.1%). The reason for the visit was one of the following: visiting friends or relatives (9.8%), tourism (39.4%), business/events (47.4%), studies (1.1%), and others (2.3%). In terms of income, most visitors earn 1000 or less (36.6%) and between 1001 and 2000 (28.6%). Regarding the frequency of visits, more than half of the respondents said they went once or twice a year (89.7%).

4.2. Inferential Analysis

Regarding the reliability of the measurement scales, it has been observed that the composite reliabilities of the constructs exceed 0.7 (

Table 4. Composite reliability.

Construct	Composite Reliability
Motivation (EM)	0.884
Satisfaction (SA)	0.902
Place attachment (PA)	0.853

Note. Obtained from survey processing.

), allowing us to conclude that the items or variables are significant for the model.

The AVE (Average Variance Extracted) value indicates the share of variability of the construct that can be elucidated by its indicators, and it has been confirmed that this value exceeds 0.5 for every construct (

Table 5. Variance extracted mean.

Construct	Average Variance Extracted (AVE)
Motivation (EM)	0.367
Satisfaction (SA)	0.725
Place attachment (PA)	0.618

Note. Obtained from survey processing.

). Additionally, consistent with (Gujarati & Porter, 1978), the absence of multicollinearity is confirmed, supporting the validity of the estimates. Thus, we can affirm that there is convergent validity for each of the latent variables (Fornell & Larcker, 1981).

The AVE–CR compensation rule says that, although the recommended threshold for AVE is ≥0.50, when CR > 0.60–0.70, convergence can be considered adequate even with AVE < 0.50. This is documented in the methodological literature and applied in peer-reviewed studies such as that of (Liao & Wang, 2020), where an AVE = 0.477 with a CR = 0.782 is accepted as meeting that condition; in the present study, EM has a CR = 0.884, comfortably exceeding the criterion.

Discriminant validity refers to the degree to which a construct is truly distinct from other constructs according to empirical standards. Establishing discriminant validity, therefore, implies that a construct is unique and captures phenomena not represented by other constructs in the model. In this study, discriminant validity was assessed using both the HTMT ratio of correlations (Henseler et al., 2015; Hair et al., 2017) and the Fornell–Larcker criterion (Fornell & Larcker, 1981).

Table 6. Discriminant validity.

Construct	Motivation (EM)	Place Attachment (PA)	Return Intention (R)	Satisfaction (SA)
Motivation (EM)	0.606
Place attachment (PA)	0.383	0.786
Return intention (R)	0.313	0.621	1.0000
Satisfaction (SA)	0.41	0.476	0.343	0.851

Note. Obtained from survey processing.

corresponds to the Fornell–Larcker criterion, where the diagonal shows the square root of the AVE for each construct. In the proposed model, return intention (R) is modeled as a single-indicator construct (item R24). By convention in PLS-SEM, the AVE of a unidimensional construct equals 1.000, and, consequently, its √AVE displayed on the diagonal is also 1.000. This does not indicate a discriminant validity problem but rather reflects the methodological property of single-item constructs within the PLS-SEM framework.

4.3. Structural Model

The PLS-SEM structural equation model analysis was used. After verifying the measurement model, it was verified that motivation has a positive effect on place attachment, whereas satisfaction, place attachment, and return intention have a significant effect. This study tests the six hypotheses by analyzing the structural model. One of the six hypotheses is not supported (

Table 7. Hypothesis testing.

Hypothesis	Effect	Path Coefficients	t-Value	p-Value	Supported?
Motivation (EM) → Place Attachment (PA)	Positive	0.120	1.832	0.067	NO
Motivation (EM) → Return Intention (R)	Positive	0.204	1.957	0.005	YES
Motivation (EM) → Satisfaction (SA)	Positive	0.472	6.298	0.000	YES
Return Intention (R) → Place Attachment (PA)	Positive	0.502	6.106	0.000	YES
Satisfaction (SA) → Place Attachment (PA)	Positive	0.300	3.491	0.000	YES
Satisfaction (SA) → Return Intention (R)	Positive	0.275	3.463	0.001	YES

Note. Obtained from survey processing.

).

For the structural model analysis and hypothesis testing, it is inferred that motivation is not related to place attachment (β = 0.120, t = 1.832, p < 0.067) but is related to return intention (β = 0.204, t = 1.957, p < 0.05). Furthermore, motivation is related to satisfaction (β = 0.472, t = 6.298, p < 0.00); return intention is related to place attachment (β = 0.502, t = 6.106, p < 0.00); satisfaction is related to place attachment (PA) (β = 0.300, t = 3.491, p < 0.00); and satisfaction is related to return intention (β = 0.275, t = 3.463, p < 0.001) (Figure 3).

5. Discussion

Tourism offers people the opportunity to discover new environments and participate in different recreational and cultural activities (Suo et al., 2024). Along these lines, Besser et al. (2024) emphasized that traveling has a significant value in an individual’s life, given the pleasure and satisfaction derived from tourism experiences. In this context, this study, using statistical analysis based on Structural Equation Modeling (PLS-SEM), has allowed us to understand the relationships among motivation, satisfaction, place attachment, and return intention.

The results confirm significant relationships among most variables in the proposed motivation–satisfaction–place attachment–revisit model, except for the direct link between motivation and place attachment, which, although not statistically significant, still suggests a positive influence (García & Moral Jiménez, 2020)

In terms of sociodemographic profile, there was a balanced participation between international visitors (mainly from the United States and Ecuador) and nationals (from Arequipa, Chachapoyas, Lima, Piura, Tumbes, among others). The majority of visitors belonged to the age group of 25–34 years, whereas those over 65 years old represented the smallest segment (Banerjee & Tyagi, 2024). Visitors aged 25–34 tended to prefer short, high-impact experiences such as guided hikes in the moorlands, participation in major religious festivities, and quick photographic tours, aligning with a consumption pattern focused on novelty, mobility, and social media shareability. Conversely, older visitors, although fewer, showed a stronger inclination toward contemplative activities, cultural interpretation, and repeat visitation linked to tradition, consistent with Sýkora et al. (2022), who note that attachment to place is more pronounced among older participants. More than half of respondents indicated tourism or participation in events as a reason for travel, and the most common frequency was one to two visits per year. These findings complement those reported by (Andereck et al., 2024), who highlighted that segmentation by reason for visit is a key tool for understanding visitors’ profile and their interaction with the destination’s characteristics.

In terms of motivations, the main reasons reported were religious events (166 visitors), tourism activities (138 visitors), and visiting friends or relatives (34 visitors). This aligns with (Douglas et al., 2024), who argue that understanding dominant trends in destination choice is essential for identifying the travel connection. Similarly, M. Carvache Franco et al. (2019) highlight that visitors are drawn to nature-based tourism due to “appreciation of nature,” a factor particularly relevant in Ayabaca, whose fragile ecosystems, such as the moorlands and Andean plateau, are ideal for flora and fauna observation as well as other tourist attractions. These findings also support (Gaetjens et al., 2023), who contend that destination choice is shaped by fundamental motivational drivers. In line with (Olague, 2016), one of Ayabaca’s most emblematic activities, the religious festivities, illustrates how prior knowledge of attractions with specific attributes can trigger travel decisions. When linked to the literature, it becomes evident that younger visitors are more responsive to nature-appreciation and event-driven experiences (M. Carvache Franco et al., 2019; Olague, 2016), whereas older segments are likely to engage more with heritage interpretation and slower, culturally immersive activities (Sýkora et al., 2022), suggesting differentiated potential for developing tailored tourism products. In terms of motivation, the results indicate a strong and significant effect of motivation on satisfaction (H1), suggesting that visitors whose primary reasons for traveling, such as attending religious events, appreciating nature, or visiting friends and family, are well aligned with the destination context, tend to report higher levels of satisfaction. Motivation is widely recognized as a key determinant of tourist behavior, serving as a predictor of preferences, satisfaction levels, and consumption decisions. The literature highlights several motivational drivers, including the need to escape routine, connect with nature, pursue personal development, strengthen interpersonal relationships, and seek responsible experiences (Chan & Saikim, 2021; Conteh et al., 2013). These findings are consistent with prior research linking motivation, satisfaction, and destination loyalty (Dai et al., 2019; Sato et al., 2018) and further confirm that motivational factors shape visitors’ behavior and influence their perception of the quality of the experience (Madeira et al., 2025; Liang, 2022; Ngonidzashe Mutanga et al., 2017; Xu & Chan, 2016).

Regarding hypothesis H2, the direct effect of motivation on place attachment was not statistically significant. This indicates that higher motivation alone does not suffice to generate lasting emotional bonds with the destination, supporting prior research suggesting that activity-based travel intentions do not necessarily translate into place attachment (Lin et al., 2025; Aytekin et al., 2023). Sociodemographic factors may explain this result: most visitors reported short trips (89.7%, 1–2 times per year) mainly for business or events (47.4%), which limited interaction with the local environment. Similarly, the predominance of younger visitors (51.7% under 34 years old) reflects motivations oriented toward immediate experiences rather than deeper exploration, reducing opportunities to build symbolic connections (Hernández et al., 2013; Hernández, 2021). The literature suggests that place attachment emerges from multidimensional factors, including destination image, anticipated emotions, cultural identity, and social interaction (Luong, 2023; Marjerison et al., 2024; J. Zhang et al., 2024; Martins et al., 2023). In Ayabaca, the limited diversification of ecotourism experiences prevented visitors from developing stronger ties, despite their high motivation for activities. Practically, these findings highlight the need to design tourism strategies that go beyond initial motivation by offering diversified ecotourism products, culturally rooted experiences, and opportunities for community engagement. Such initiatives can foster tourist loyalty, repeat visitation, and stronger commitments to destination sustainability (Cruz & García-Bengochea, 2020).

Motivation also showed a moderate but significant direct effect on return intention (H3), suggesting that even without strong emotional bonds, highly motivated visitors may still plan to revisit Ayabaca based on anticipated experiences or specific attractions. Autonomous motivation, understood as self-regulation based on personal choice and composed of intrinsic and extrinsic components, drives visitors to destinations with which they feel a certain affinity (Bravo et al., 2021; Simpson et al., 2020). According to (Yaghi et al., 2025), tourists seek rewarding experiences and make decisions based on service quality (value for money) and the overall experience. High visitor motivation index scores indicate higher levels of satisfaction and a stronger drive to revisit a destination. Thus, a positive attitude toward the destination strengthens the intention to experience ecotourism (Gurkan Kucukergin & Gürlek, 2020). This behavior is supported by the push-and-pull theory, which establishes that attraction factors, such as destination characteristics, directly influence return intention (Araújo Vila et al., 2021). In line with these findings, this study confirms that high visitor motivation is associated with greater satisfaction and a stronger drive to revisit a destination.

Moreover, this study shows that visitor satisfaction has a significant effect on both place attachment (H4) and return intention (H5). According to the place attachment theory, when visitors establish a strong emotional connection with the destination, their behavior is guided toward its protection and conservation (Fan et al., 2024). These results align with the contributions of (Marlina et al., 2024), who stated that tourist satisfaction is expressed in the return intention or recommendation of the destination, based on the fulfillment of expectations. Along these lines, Baby and Kim (2024) emphasize that understanding the factors affecting return intention is important, given that return intention is associated with key behaviors such as positive recommendation or repurchase (Ahn & Kim, 2024).

Repurchase intention refers to an individual’s tendency or the subjective likelihood of purchasing a product or service repeatedly (Tseng & Yong, 2025). In the tourism context, it is closely related to the level of satisfaction and the emotional attachment to the destination, as it depends on the quality of services, facilities, and the economic value perceived by visitors (Arina et al., 2025). Likewise, enthusiasm for ecotourism arises from an appreciation of the environment, with visitor participation centered on meaningful activities that foster memorable experiences and encourage the intention to revisit the place (Amir et al., 2025).

The findings of this study show that visitors choose to engage in ecotourism to enhance their experience at the destination, considering it an important activity and developing an attachment to the place. These results align with Wang et al. (2022), who argue that visitors’ attachment is built through authentic experiences that foster environmentally responsible behaviors (J. Zhang et al., 2024). Theoretically, these findings reinforce the multidimensional model of destination loyalty by demonstrating that satisfaction acts as a catalyst between motivation and attachment, especially in nature-based contexts with strong cultural elements. From a managerial standpoint, they suggest the need for differentiated marketing strategies for younger, experience-seeking visitors versus older, tradition-oriented segments; expansion of ecotourism products to deepen attachment; and targeted communication to convert high motivation into long-term loyalty, particularly among international tourists who currently engage in shorter visits.

Finally, hypothesis H6, which establishes a significant relationship between place attachment and return intention, is confirmed. The most representative indicator of this relationship was the affirmation of the desire to return to the destination (item P24), which is consistent with the findings of Ng and Hsu (2024) and Rodrigues et al. (2023). In this context, return intention, loyalty to the destination, and pro-environmental behaviors emerge as key pillars to strengthening ecotourism in sensitive natural areas such as the Ayabaca Moorlands.

6. Conclusions

This study provides empirical evidence on the interrelationships among motivation, satisfaction, place attachment, and revisit intention in the context of nature-based tourism, specifically in the Ayabaca Moorlands—an ecologically sensitive and culturally significant high-Andean ecosystem.

Although motivation is a critical antecedent of satisfaction and revisit intention, it does not independently foster place attachment in the Ayabaca Moorlands. Emotional bonds require a combination of high-quality, culturally immersive experiences and sustained interaction with the local environment. These findings are particularly relevant for policymakers, destination managers, and community stakeholders seeking to strengthen loyalty and ensure the sustainability of ecotourism, especially in fragile high-mountain ecosystems.

From a managerial perspective, the results highlight the need to design differentiated tourism strategies. Younger visitors (under 34 years) show greater responsiveness to novelty, mobility, and shareable experiences; therefore, product development should prioritize dynamic and visually appealing activities, such as guided trekking circuits, experiential photography, and sports-based itineraries like trekking. Older visitors show a stronger affinity for cultural interpretation, contemplative nature experiences, and heritage-related revisits; activities linked to religious tourism—such as visits to sanctuaries, scenic viewpoint tours, and gastronomic tasting experiences—can further strengthen place attachment. Across both segments, ensuring service quality, improving accessibility, and diversifying tourism offerings are essential for converting motivation into emotional bonds and recurrent revisits.

The study contributes to the literature by clarifying the conditions under which motivation translates into place attachment, underscoring the need to integrate experiential quality, cultural resonance, and social interaction as key drivers for tourism attraction.