<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1990-8644</journal-id>
<journal-title><![CDATA[Conrado]]></journal-title>
<abbrev-journal-title><![CDATA[Conrado]]></abbrev-journal-title>
<issn>1990-8644</issn>
<publisher>
<publisher-name><![CDATA[Editorial Universo Sur]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1990-86442023000100178</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Motivaciones y segmentación del ecoturismo como estrategia para fomentar la educación ambiental en áreas protegidas marino costeras]]></article-title>
<article-title xml:lang="en"><![CDATA[Motivations and segmentation of ecotourism as a strategy to promote environmental education in marine-coastal protected areas]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Carvache Franco]]></surname>
<given-names><![CDATA[Silvano Mauricio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Erazo Álvarez]]></surname>
<given-names><![CDATA[Juan Carlos]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Matovelle Romo]]></surname>
<given-names><![CDATA[Moisés Marcelo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Narváez Zurita]]></surname>
<given-names><![CDATA[Cecilia Ivonne]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Católica de Cuenca  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>02</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>02</month>
<year>2023</year>
</pub-date>
<volume>19</volume>
<numero>90</numero>
<fpage>178</fpage>
<lpage>185</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S1990-86442023000100178&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S1990-86442023000100178&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S1990-86442023000100178&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN La educación ambiental aumenta la concienciación y el conocimiento de los ciudadanos sobre el ecoturismo, que es un tipo de turismo que se relaciona con la naturaleza y otras actividades. Además, tiene varios segmentos con diferentes motivaciones. Este estudio tuvo como objetivo: 1 Identificar las motivaciones en el ecoturismo. 2 Analizar los diferentes segmentos en el ecoturismo. Para ello, se realizó un estudio cuantitativo mediante una muestra in situ en dos áreas protegidas: La Reserva de Producción de Fauna Puntilla de Santa Elena y el Refugio de vida silvestre Manglares el Morro. Se utilizó como técnicas estadísticas al análisis factorial y al método de agrupamiento k medias. Se obtuvieron seis factores motivacionales: el autodesarrollo y relaciones interpersonales, Construcción de relaciones personales, Escape y función defensiva del ego, Recompensarse, novedad, naturaleza. Además, se obtuvieron tres segmentos: múltiples motivos, recompensarse y escape, y naturaleza. Este estudio servirá para que las instituciones relacionadas al turismo puedan elaborar estrategias que mejoren la experiencia de los turistas fundamentados en Educación Ambiental.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Educación ambiental]]></kwd>
<kwd lng="es"><![CDATA[Ecoturismo]]></kwd>
<kwd lng="es"><![CDATA[Turismo Ecológico]]></kwd>
<kwd lng="es"><![CDATA[Turismo verde]]></kwd>
<kwd lng="en"><![CDATA[Environmental education]]></kwd>
<kwd lng="en"><![CDATA[Ecotourism]]></kwd>
<kwd lng="en"><![CDATA[Ecological Tourism]]></kwd>
<kwd lng="en"><![CDATA[Green Tourism]]></kwd>
</kwd-group>
</article-meta>
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