Resumen

CARVACHE FRANCO, Silvano Mauricio; ERAZO ALVAREZ, Juan Carlos; MATOVELLE ROMO, Moisés Marcelo  y  NARVAEZ ZURITA, Cecilia Ivonne. Motivations and segmentation of ecotourism as a strategy to promote environmental education in marine-coastal protected areas. Conrado [online]. 2023, vol.19, n.90, pp. 178-185.  Epub 27-Feb-2023. ISSN 1990-8644.

Environmental education increases citizens' awareness and knowledge about ecotourism, which is a type of tourism that relates to nature and other activities. In addition, it has several segments with different motivations. This study aimed to: 1 Identify the motivations in ecotourism. 2 Analyze the different segments in ecotourism. To this end, a quantitative study was conducted through an in situ sample in two protected areas: the Puntilla de Santa Elena Fauna Production Reserve and the Manglares el Morro Wildlife Refuge. The statistical techniques used were factor analysis and the k-means grouping method. Six motivational factors were obtained: self-development and interpersonal relationships, construction of personal relationships, escape and defensive ego function, rewarding oneself, novelty, nature. In addition, three segments were obtained: multiple motives, reward and escape, and nature. This study will help tourism-related institutions to develop strategies to improve the experience of tourists based on Environmental Education.

Palabras clave : Environmental education; Ecotourism; Ecological Tourism; Green Tourism.

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