The The perceived value in ecotourism related to satisfaction and loyalty: a study from Costa Rica

Mauricio  Carvache-Franco; Allan Perez-Orozco; Orly Carvache-Franco; Ana Gabriela Víquez-Paniagua; Wilmer Carvache-Franco

doi:10.5937/gp24-25082

Mauricio Carvache-Franco Universidad Espíritu Santo-Ecuador, Km. 2,5 vía a Samborondón, Samborondón, Ecuador, E- mail, mauricio2714@hotmail.com, https://orcid.org/0000-0003-3639-9263 https://orcid.org/0000-0003-3639-9263
Allan Perez-Orozco Instituto Tecnológico de Costa Rica, Escuela de Administración de Empresas, Campus San Carlos, P.O. Box 159-7050, Alajuela, Costa Rica, e-mail: aperez@itcr.ac.cr
Orly Carvache-Franco Universidad Católica de Santiago de Guayaquil. Facultad de Especialidades Empresariales. Km 1.5 Av. Carlos Julio Arosemena, Guayaquil, Ecuador, Email: orly.carvache@cu.ucsg.edu.ec, https://orcid.org/0000-0002-3108-9410 https://orcid.org/0000-0002-3108-9410
Ana Gabriela Víquez-Paniagua Instituto Tecnológico de Costa Rica, Escuela de Administración de Empresas, Campus San Carlos, P.O. Box 159-7050, Alajuela, Costa Rica, e-mail: aviquez@itcr.ac.cr
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/gp24-25082

Keywords: Ecotourism, perceived value, satisfaction, loyalty, Costa Rica.

Abstract

Ecotourism allows activities in contact with nature in protected natural areas to contribute to environmental care. This study seeks to establish the dimensions of perceived value in ecotourism and analyze its relationship with satisfaction and loyalty. It was an in situ research carried out in two protected areas of Costa Rica: Arenal National Park and Caño Negro National Wildlife Refuge. The sample consisted of 310 surveys for domestic and foreign tourists. The data were interpreted through a factorial analysis to identify the dimensions that make up the perceived value. Also, Spearman's correlation technique and the stepwise multiple regression method were used to find the relationships among the variables. The findings show that there are three dimensions of perceived value: economic-functional, emotional, and social. Overall satisfaction and loyalty had a high average score, and the dimensions found are significantly and positively related to overall satisfaction. The “economic-functional value” dimension has a greater influence on overall satisfaction, and the “emotional value” dimension is the most significant predictor of the intentions to return, recommend, and say positive things about the ecotourism destination.

Author Biographies

Mauricio Carvache-Franco, Universidad Espíritu Santo-Ecuador, Km. 2,5 vía a Samborondón, Samborondón, Ecuador, E- mail, mauricio2714@hotmail.com, https://orcid.org/0000-0003-3639-9263

Mauricio Carvache-Franco, is a researcher at the Espíritu Santo University (Ecuador). He has a Ph.D. in Business Administration and Management from the Polytechnic University of Valencia (Spain). His research interests include Marketing, Consumer Behavior, Ecotourism, Tourism Marketing. He has published his works in important Journals like Current Issues in Tourism, Sustainability, Ocean & Coastal Management, International Journal of Tourism Cities, Journal of Convention & Event Tourism, among others.

Allan Perez-Orozco, Instituto Tecnológico de Costa Rica, Escuela de Administración de Empresas, Campus San Carlos, P.O. Box 159-7050, Alajuela, Costa Rica, e-mail: aperez@itcr.ac.cr

Allan José Pérez-Orozco, is a researcher and professor of the Costa Rica Technological Institute, he is currently a student of the Master's Degree in Business Research of the same university, is a Master in Finance and Master in Marketing of the Costa Rica Technological Institute and Bachelor in Business Administration of the Costa Rica university. I have participated in some research projects at the university related to the impact of marketing on the development of SMEs. My research interests are marketing, neuromarketing, consumer behavior, entrepreneurship, recently in tourism marketing.

Orly Carvache-Franco, Universidad Católica de Santiago de Guayaquil. Facultad de Especialidades Empresariales. Km 1.5 Av. Carlos Julio Arosemena, Guayaquil, Ecuador, Email: orly.carvache@cu.ucsg.edu.ec, https://orcid.org/0000-0002-3108-9410

Orly Carvache-Franco, is a lecturer and researcher at the Catholic University of Santiago de Guayaquil (Ecuador). He is a Ph.D. Candidate in Strategic Business Management at Centrum Business School, Peru. His research lines focus on innovation, tourism and development. He has published in journals such as Ocean & Coastal Management, Current Issues in Tourism, GeoJournal of Tourism and Geosites, Geographica Pannonica, among others.

Ana Gabriela Víquez-Paniagua, Instituto Tecnológico de Costa Rica, Escuela de Administración de Empresas, Campus San Carlos, P.O. Box 159-7050, Alajuela, Costa Rica, e-mail: aviquez@itcr.ac.cr

Ana Gabriela Víquez-Paniagua, is a researcher and professor of the Costa Rica Technological Institute. She is currently a student of the Master's Degree in Business Research of the same university, is a Master’s degree in Project Management from International Cooperation University and Bachelor of Finance of the Costa Rica Technological Institute. Her research focuses on business sustainability, SMEs, Entrepreneurship and tourism marketing. Her most recent proyects is related with project management and business profiles for young entrepreneurs.

References

Adam, I., Adongo, C. A., & Amuquandoh, F. E. (2019). A structural decompositional analysis of eco-visitors’ motivations, satisfaction and post-purchase behaviour. Journal of Ecotourism, 18(1), 60-81.

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://www.ajouronline.com/

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

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 behavioural intention: Evidence from Obudu Mountain Resort. Journal of Environment and Earth Science, 4(4), 47-60.

Balist, J., Heydarzadeh, H., & Salehi, E. (2019). Modeling, evaluation, and zoning of Marivan county ecotourism potential using fuzzy logic, FAHP, and TOPSIS. Geographica Pannonica, 23(1), 47-63. https://doi.org/10.5937/gp23-18879

Baloglu, S. (2001). An investigation of a loyalty typology and the multidestination loyalty of international travelers. Tourism Analysis, 6(1), 41–52.

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

Björk, P. (2007). Deﬁnition paradoxes: From concept to deﬁnition. In J. Higham (Ed.), Critical issues in ecotourism (pp. 23–45). Burlington, MA: Elsevier.

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, M., Carvache-Franco, O., Carvache-Franco, W., Orden-Mejía, M., & Macas-López, C. (2018). Segmentation of coastal marine demand from a national recreational area: Villamil Beach, Ecuador. Geographica Pannonica, 22(4), 276-284. https://doi.org/10.5937/gp22-18410

Carvache-Franco, M., Carvache-Franco, O., Solis-Radilla, M. M., & Carvache-Franco, W. (2019). The perceived value and profile of protected areas visitors: A case study of the Guayas province, Ecuador. Geographica Pannonica, 23(2), 135-147. https://doi.org/10.5937/gp23-20582

Carvache-Franco, M., Carvache-Franco, O., Carvache-Franco, W., & Villagómez-Buele, C. (2020). From Satisfaction in Eco-tourism to Loyalty in a National Park. GeoJournal of Tourism and Geosites, 28 (1), 191–202. https://doi.org/10.30892/gtg.28115-462

Castellanos-Verdugo, M., Vega-Vázquez, M., Oviedo-García, M. Á., & Orgaz-Agüera, F. (2016). The relevance of psychological factors in the ecotourist experience satisfaction through ecotourist site perceived value. Journal of Cleaner Production, 124, 226-235. https://doi.org/10.1016/j.jclepro.2016.02.126

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. doi: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

Chikuta, O., du Plessis, L., & Saayman, M. (2017). Nature-based travel motivations for people with disabilities. African Journal of Hospitality, Tourism and Leisure, 6(1), 1-16.

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

Chiu, Y. T. H., Lee, W. I., & Chen, T. H. (2014). Environmentally responsible behavior in ecotourism: Antecedents and implications. Tourism management, 40, 321-329. http://dx.doi.org/10.1016/j.tourman.2013.06.013

Chua, B. L., Lee, S., Goh, B., & Han, H. (2015). Impacts of cruise service quality and price on vacationers’ cruise experience: Moderating role of price sensitivity. International Journal of Hospitality Management, 44, 131-145. https://doi.org/10.1016/j.ijhm.2014.10.012

Conservation System of Protected Areas of Costa Rica SINAC. (2019). Protected Wild Areas. http://www.sinac.go.cr/ES/asp/Paginas/default.aspx

Costa Rican Institute of Tourism (2018) Retrieved from https://www.ict.go.cr/es/documentos-institucionales/estad%C3%ADsticas/cifras-tur%C3%ADsticas/visita-a-las-%C3%A1reas-silvestres-protegidas-sinac/1397-2017-2/file.html

Costa Rican Institute of Tourism ICT. (2020). Tourist Figures. https://www.ict.go.cr/es/estadisticas/cifras-turisticas.html

Cronin, J. J. Jr., Brady, M., & Hult, T. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218. https://doi.org/10.1016/S0022-4359(00)00028-2

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

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

Grewal, D., Monroe, K., & Krishnan, R. (1998). The effects of price comparison advertising on buyers’ perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), 46–59. doi:10.2307/1252160

Ha, J., & Jang, S. C. (2010). Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants. International Journal of Hospitality Management, 29(1), 2–13. https://doi.org/10.1016/j. ijhm.2009.03.009

Hartwell, H., Fyatt, A., Page. S. W., Ladkin, A., & Hemingway, A. (2016). Progress in tourismand 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

Honey, M. (2008). Ecotourism and sustainable development: Who owns paradise? (2nd ed.). Washington, DC: Island Press.

Hultman, M., Kazeminia, A., & Ghasemi, V. (2015). Intention to visit and willingness to pay premium for ecotourism: The impact of attitude, materialism, and motivation. Journal of Business Research, 68(9), 1854-1861. https://doi.org/10.1016/j.jbusres.2015.01.013

Iwasaki, Y., & Havitz, M. E. (1998). A path analytic model of the relationships between involvement, psychological commitment and loyalty. Journal of Leisure Research, 30(2), 256–280.

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

Jamal, S. A., Othman, N. A., & Muhammad, N. (2011). Tourist perceived value in a community-based homestay visit: An investigation into the functional and experiential aspect of value. Journal of Vacation Marketing, 17(1), 5–15. https://doi.org/10.1177%2F1356766710391130

Jaya, I. P. G. I. T. (2018). Measuring How Destination Image and Perceive Value Affect Customers’ Satisfaction for Ecotourism. International Journal of Social Science and Business, 2(2), 68-76. http://dx.doi.org/10.23887/ijssb.v2i2.13987

Jojić, G. T., Brankov, J., & Miljanović, D. (2018). Residents' perception toward protected areas: Carska Bara Special Nature Reserve (Vojvodina, Serbia). Geographica Pannonica, 22(4), 264-275. https://doi.org/10.5937/gp22-18960

Jones, S. (2005). Community-based ecotourism: The signiﬁcance of social capital. Annals of Tourism Research, 32(2), 303–324. https://doi.org/10.1016/j.annals.2004.06.007

Ketema, T. D. (2015). Development of community based ecotourism in Wenchi Crater Lake, Ethiopia: Challenges and prospects. Journal of Hospitality Management and Tourism, 6(4), 39–46. http://www.academicjournals.org/JHMT

Kim, H., Woo, E., & Uysal, M. (2015). Tourism experience and quality of life among elderly tourists. Tourism Management, 46, 465-476. https://doi.org/10.1016/j.tourman.2014.08.002

Kim, K.-H., & Park, D.-B. (2014). Factors inﬂuencing rural tourists’ purchasing behaviour: Four types of direct farm markets in South Korea. Tourism Economics, 20(3), 629–645. https://doi.org/10.5367/te.2013.0305

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

Kim, M., & Thapa, B. (2018). Perceived value and flow experience: Application in a nature-based tourism context. Journal of destination marketing & management, 8, 373-384. https://doi.org/10.1016/j.jdmm.2017.08.002

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. doi:10.1016/j. tourman.2005.12.017. https://doi.org/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

Liu, J., Qu, H., Huang, D., Chen, G., Yue, X., Zhao, X., & Liang, Z. (2014). The role of social capital in encouraging residents’ pro-environmental behaviors in community-based ecotourism. Tourism Management, 41, 190–201. https://doi.org/10.1016/j.tourman.2013.08.016

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

Oh, H. (2000). Diners’ perceptions of quality, value, and satisfaction: A practical viewpoint. Cornell Hotel and Restaurant Administration Quarterly, 41(3), 58–66. https://doi.org/10.1177/001088040004100317

Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York, NY: McGraw-Hill.

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 behaviour. Journal of Sustainable Tourism, 20(8), 1045–1065. https://doi:10.1080/ 09669582.2012.667108

Petrick, J. F. (2002). Development of a multi-dimensional scale for measuring the perceived value of a service. Journal of Leisure Research, 34(2), 119–134. https://doi.org/10.1080/00222216.2002.11949965

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

Reimer, J. K., & Walter, P. (2013). How do you know it when you see it? Community-based ecotourism in the cardamom mountains of southwestern Cambodia. Tourism Management, 34, 122–132. https://doi.org/10.1016/j. tourman.2012.04.002

Rivera, M. A., & Croes, R. (2010). Ecotourists' loyalty: will they tell about the destination or will they return?. Journal of Ecotourism, 9(2), 85-103. https://doi.org/10.1080/14724040902795964

Sánchez-Fernández, R., & Iniesta-Bonillo, M. Á. (2009). Efﬁciency and quality as economic dimensions of perceived value: Conceptualization, measurement, and effect on satisfaction. Journal of Retailing and Consumer Services, 16(6), 425–433. https://doi.org/10.1016/j. jretconser.2009.06.003

Šiljeg, A., Cavrić, B., Šiljeg, S., Marić, I., & Barada, M. (2019). Land suitability zoning for ecotourism planning and development of Dikgatlhong Dam, Botswana. Geographica Pannonica, 23(2), 76-86. https://doi.org/10.5937/gp23-20633

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. M., Hernández-Lobato, L., & 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.

Stojanović, V., Lazić, L., & Dunjić, J. (2018). Nature protection and sustainable tourism interaction in selected Ramsar sites in Vojvodina (Northern Serbia). Geographica Pannonica, 22(3), 201-207. https://doi.org/10.5937/gp22-16637

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 vehavior intention of travelers on ecotourism sites. Tourism and Hospitality Management, 22(2),135-150. 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

Williams, P., & Soutar, G. (2009). Value, satisfaction and behavioral intentions in an adventure tourism context. Annals of Tourism Research, 36(3), 413–438. https://doi.org/10.1016/j.annals.2009.02.002

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

Yoon,Y.S., & Uysal,M.(2005).Anexaminationoftheeffects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26(1), 45–56. https://doi.org/10.1016/j.tourman.2003.08.016

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A meansend 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