The perceived value and profile of Protected Areas Visitors: a case study of the Guayas Province, Ecuador

Mauricio Carvache-Franco; Orly Carvache-Franco; María Magdalena Solis-Radilla; Wilmer Carvache-Franco

doi:10.5937/gp23-20582

Mauricio Carvache-Franco Universidad Espíritu Santo-Ecuador
Orly Carvache-Franco Universidad Católica de Santiago de Guayaquil. Facultad de Especialidades Empresariales, K1.5, Av. Carlos Julio Arosemena, Guayaquil, Ecuador
María Magdalena Solis-Radilla Universidad Autónoma de Guerrero. Facultad de Turismo, Acapulco, Guerrero, México
Wilmer Carvache-Franco Escuela Superior Politécnica del Litoral, ESPOL, Facultad de Ciencias Sociales y Humanísticas, Campus Gustavo Galindo Km 30.5 Vía Perimetral, P.O. Box 09-01-5863, Guayaquil, Ecuador

DOI: https://doi.org/10.5937/gp23-20582

Keywords: tourism, , perceived value, socio-demographic profile, protected natural areas

Abstract

In the literature on tourism and travel, there is a large number of studies on the perceived value, however, natural protected areas and its relationship with the profile of the tourist has been little investigated. Hence, the importance of posing the main objective, to evaluate the relationship between the perceived value with the satisfaction and loyalty of the visitors of Morro Mangroves Wildlife Refuge, Santay Island National Recreation Area and Samanes National Recreation Area, three vulnerable protected areas located in the province of Guayas in Ecuador. The study was conducted in situ with 382 surveys, finding that the perceived values that are related to satisfaction and loyalty were functional value and emotional value.

References

Aliman, N. K., Hashim, S. M., Wahid, S. D. M., & Harudin, S. (2014). Tourist expectation, perceived quality and destination image: Effects on perceived value and satisfaction of tourists visiting Langkawi Island, Malaysia. Asian Journal of Business and Management., 2(3), 212–222. http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.878.2878&rep=rep1&type=pdf

Bajs, I. (2015). Tourist perceived value, relationship to satisfaction, and behavioral intentions: the example of the Croatian tourist destination Dubrovnik. Journal of Travel Research, 54(1), 122-134. https://doi.org/10.1177/0047287513513158

Baker, J., Parasuraman, A., Grewal, D., and Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of marketing, 66(2), 120-141. https://doi.org/10.1509/jmkg.66.2.120.18470.

Bala, B. M., Nizam, I. H., Dalil, M., & Kawu, A. (2014). Moderating role of affective destination image on the relationship between tourist’s satisfaction and behavioral intention: Evidence from Obudu Mountain Resort. Journal of Environment and Earth Science. 4(4), 47-60. https://www.iiste.org/Journals/index.php/JEES/article/view/11191/11493

Bamberg, S., & Möser, G. (2007). Twenty years after Hines, Hungerford, and Tomera: A new meta-analysis of psycho-social determinants of pro-environmental behavior. Journal of Environmental. Psychology, 27(1), 14-25. https://doi.org/10.1016/j.jenvp.2006.12.002.

Briassoulis, H., & Van Der S., J. (2013). Tourism and the environment: regional, economic, cultural and policy (2nd Ed.). New York, NY: Springer Science & Business Media.

Buckley, R. (2018). Tourism and natural World Heritage: A complicated relationship. Journal of Travel Research, 57(5) 563–578. https://doi.org/10.1177/0047287517713723.

Carvache-Franco, W., Carvache-Franco, M., Carvache-Franco, O., & Hernández-Lara, A. B. (2019). Segmentation of foreign tourist demand in a coastal marine destination: The case of Montañita, Ecuador. Ocean and Coastal Management 167, 236–244. https://doi.org/10.1016/j.ocecoaman.2018.10.035.

Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29–35. https://doi.org/10.1016/j.tourman.2009.02.008.

Chen, C. F., & Tsai, D. (2007). ¿How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28, 1115–1122. https://doi.org/10.1016/j.tourman.2006.07.007.

Cheng, T. M., & Wu, H. C. (2015). How do environmental knowledge, environmental sensitivity, and place attachment affect environmentally responsible behavior? An integrated approach for sustainable island tourism. Journal of Sustainable Tourism, 23(4), 557-576. https://doi.org/10.1080/09669582.2014.965177.

Chiu, Y. T. H., Lee, W. I., & Chen, T. H. (2014). Environmentally responsible behavior in ecotourism: Exploring the role of destination image and value perception. Asia Pacific Journal of Tourism Research, 19(8), 876-889. https://doi.org/10.1080/10941665.2013.818048.

Cuesta, M. R., Villagómez, O. M. y Sili, M. (2017). Atlas Rural del Ecuador. Instituto Geográfico Militar del Ecuador, Ecuador: Primera Edición.

D’Souza, C., Taghian, M., & Lamb, P. (2006). An empirical study on the influence of environmental labels on consumers. An International Journal, 11(2),162-173. https://doi.org/10.1108/13563280610661697.

Echtner, C. M., & Ritchie, J. R. (2003). The Meaning and Measurement of Destination Image. The Journal of Tourism Studies, 14(1), 37-48.

Eid, R., & El-Gohary, H. (2015). The role of Islamic religiosity on the relationship between perceived value and tourist satisfaction. Tourism Management, 46, 477–488. https://doi.org/10.1016/j.tourman.2014.08.003.

Erragcha, N., & Romdhaner, R. (2014). New Faces of Marketing In The Era of The Web: From Marketing 1.0 To Marketing 3.0. Journal of Research in Marketing, 2(2), 137-142. https://doi.org/doi:10.17722/jorm.v2i2.46.

Fiore, A. M., & Kim, J. (2007). An integrative framework capturing experiential and utilitarian shopping experience. International Journal of Retail and Distribution Management, 35(6), 421-442. https://doi.org/10.1108/09590550710750313.

Gallarza, M. G., & Gil, I. (2008). The concept of value and its dimensions: A tool for analyzing tourism experiences. Tourism Review, 63(3), 4-20. https://doi.org/10.1108/16605370810901553.

Guijarro, G. M., Roger, M. V., & Martí, S. M. (2014). El valor percibido de los clientes de las agencias de viajes con canal múltiple: Un análisis clúster. Papers de Turisme, 56, 61-80.

Hartwell, H., Wyatt, A., Page. S. W., Ladkin, A., & Hemingway, A. (2016). Progress in tourism and destination wellbeing research, Current Issues in Tourism, 21(16), 1830-1892. https://doi.org/10.1080/13683500.2016.1223609

Hernández, L. J. Á., González M. A., Hernández, T. S., & Ramón, O. A. A. (2017). The Impact of mass tourism in the Canary Islands in the context of world biosphere reserves. Cuadernos de Turismo, 40, 685-688. https://doi.org/10.6018/turismo.40.309751.

Jamal, A., & Sharifuddin, J. (2015). Perceived value and perceived usefulness of halal labeling: The role of religion and culture. Journal of Business Research, 68(5), 933–941. https://doi.org/10.1016/j.jbusres.2014.09.020.

Kim, K. H., & Park, D. B. (2017). Relationships among perceived value, satisfaction, and loyalty: Community-based ecotourism in Korea. Journal of Travel & Tourism Marketing, 34(2), 171–191. https://doi.org/10.1080/10548408.2016.1156609

Lee, C.-K., Yoon, Y.-S., & Lee, S.-K. (2007). Investigating the relationships among perceived value, satisfaction, and recommendations: The case of the Korean DMZ. Tourism Management, 28(1), 204–214. https://doi:10.1016/j. tourman.2005.12.017

Lee, J. S., Lee, C. K., & Choi, Y. J. (2010). Examining the role of emotional and functional values in festival evaluation. Journal of Travel Research, 50(6), 658–696. https://doi.org/10.1177%2F0047287510385465

Lee, S., Phau, I., Hughes, M., Li, Y. F., & Quintal, V. (2016). Heritage Tourism in Singapore Chinatown: A Perceived Value Approach to Authenticity and Satisfaction. Journal of Travel & Tourism Marketing, 33(7), 1-18. https://doi.org/10.1080/10548408.2015.1075459.

Ministry of Environment (2015). National System of Protected Areas of Ecuador. Available at: http://areasprotegidas.ambiente.gob.ec/es/areas-protegidas/refugio-de-vida-silvestre-manglares-el-morro.

Minor, M. S., Wagner, T., Brewerton, F. J., & Hausman, A. (2004). Rock on! An elementary model of customer satisfaction with musical performances. Journal of Services Marketing, 18(1), 7-18. https://doi.org/10.1108/08876040410520672.

Min-Seong, K., Jinwon, K., & Brijesh, T., (2018). Influence of environmental knowledge on effect, nature affiliation and pro-environmental behaviors among tourists. Sustainability, MDPI, Open Access Journal, 10(9), https://doi.org/10.3390/su10093109.

Mostafa, M. M. (2007). A hierarchical analysis of the green consciousness of the Egyptian consumer. Psychology & Marketing, 24(5), 445–473. https://doi.org/10.1002/mar.20168.

Muñoz, F. J.C. (2008). El turismo en los espacios naturales protegidos españoles, algo más que una moda reciente. Boletín de la Asociación de Geógrafos Españoles, 46, 291-304.

Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on The Consumer (ﬁrst edition). New York: McGraw-Hill Companies.

Pawitra, T.A., & Tan, K.C. (2003). Tourist satisfaction in Singapore – a perspective from Indonesian tourists. Managing Service QualityAn International Journal, 13(5), 399 – 411. https://doi.org/10.1108/09604520310495868.

Peña, A. I. P., Jamilena, D. M. F., & Molina, M. Á. R. (2012). The perceived value of the rural tourism stay and its effect on rural tourist behavior. Journal of Sustainable Tourism, 20(8), 1045–1065. https://doi:10.1080/ 09669582.2012.667108

Prayag, G., Hosany, S., & Odeh, K., (2013). The Role of Tourists’ Emotional Experiences and Satisfaction in Understanding Behavioral Intentions. Journal of Destination Marketing and Management, 2(2). 118–27. https://doi.org/10.1016/j.jdmm.2013.05.001.

Raj, A. (2007). The New Age of Tourism and the New Tourist. Institute of Tourism and Hotel Management, Bundelkhand University. Recuperado el 17/12/2018 en: http://www.indianmba.com/Faculty_Column/FC565/fc565.html.

Rasoolimanesh, S. M., Dahalan, N., & Jaafar, M. (2016). Tourists' perceived value and satisfaction in a community-based homestay in the Lenggong Valley World Heritage Site. Journal of Hospitality and Tourism Management, 26, 72-81.

https://doi.org/10.1016/j.jhtm.2016.01.005.

Sánchez-Fernández, R., & Iniesta-Bonillo, M. A. (2007). The concept of perceived value: A systematic review of the research. Marketing Theory, 7(4), 427–451. https://doi.org/10.1177/1470593107083165.

Sheham, L., Vargas-Sánchez, A., Presenza, A., & Abbate, T. (2016). The use of intelligence in tourism destination management: an emerging role for DMOs. International Journal ofTourism Research, 18, 549-557. https://doi.org/10.1002/jtr.2072.

Si-Shyun, L. J. (2018). The moderating role of intercultural service encounters in the relationship among tourist’s destination image, perceived value, and environmentally responsible behaviors. American Journal of Tourism Management, 7(1), 1-9. 1 https://doi.org/10.5923/j.tourism.20180701.01.

Solís-Radilla, M., Hernández-Lobato, L. y Villagómez-Méndez, J. (2016). El valor percibido del destino turístico en relación con el perfil del turista en Acapulco, Guerrero-México. Investigación Administrativa 46(118), 1-28.

Sun, X., Chi, C. G. Q., & Xu, H. (2013). Developing destination loyalty: The case of Hainan Island. Annals of Tourism Research, 4, 547–577. https://doi.org/10.1016/j.annals.2013.04.006.

Tanti, H., & Raya, A. (2016). Responsible environmental behavior intention of travelers on ecotourism sites.Tourism and Hospitality Management, 22(2),135-150. 6 https://doi.org/10.20867/thm.22.2.4.

Thapa, B., & Lee, J. (2017). Visitor experience in Kafue National Park, Zambia. Journal Ecotour., 16(2), 112–130. https://doi.org/10.1080/14724049.2016.1245737.

Wolf, I. D., Ainsworth, G. B., & Crowley, J. (2017). Transformative travel as a sustainable market niche for protected areas: a new development, marketing and conservation model. Journal of Sustainable Tourism, 25(11), 1650-1673. https://doi.org/10.1080/09669582.2017.1302454.

Yánez, M. P. (2016). Las áreas naturales protegidas del ecuador: características y problemática general. Qualitas. 11, 41-55.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. http://dx.doi.org/10.2307/1251446.

Zhang, C. B., Li, Y. N., Wu, B., & Li, D. J. (2017. How WeChat can retain users: Roles of network externalities, social interaction ties, and perceived values in building continuance intention. Computers in Human Behavior, 69, 284, 293. https://doi.org/10.1016/j.chb.2016.11.069.