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Perceived Value in Sustainable Coastal and Marine Destinations: A Study of Jacó in Costa Rica

Author

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  • Mauricio Carvache-Franco

    (Facultad de Turismo y Hotelería, Universidad Espíritu Santo, Samborondón 092301, Ecuador)

  • Ana Gabriela Víquez-Paniagua

    (Escuela de Administración de Empresas, Tecnológico de Costa Rica, Cartago 30101, Costa Rica)

  • Wilmer Carvache-Franco

    (Facultad de Ciencias Sociales y Humanísticas, Escuela Superior Politécnica del Litoral, Guayaquil 090903, Ecuador)

  • Allan Pérez-Orozco

    (Escuela de Administración de Empresas, Tecnológico de Costa Rica, Cartago 30101, Costa Rica)

  • Orly Carvache-Franco

    (Facultad de Ciencias Económicas, Administrativas y Empresariales, Universidad Católica de Santiago de Guayaquil, Guayaquil 090615, Ecuador)

Abstract

Perceived value influences the future behavior of tourists in sustainable coastal destinations, and thus is crucial for the elaboration of development plans. This study aims to: (i) identify the dimensions of the perceived value of demand in a coastal and marine destination; (ii) determine the dimensions of the perceived value that predict the satisfaction of the demand of a coastal and marine destination; and (iii) establish the dimensions of perceived value that predict loyalty variables such as return, recommendation, and saying positive things about a coastal and marine destination. This research was carried out in Jacó, a sustainable tourist destination on the Pacific Ocean coast located in the Central American country of Costa Rica. The sample collection was carried out on-site in June 2021 during the COVID-19 pandemic. This quantitative study used a sample of 304 valid questionnaires. Factor analysis and the multiple regression method were performed for data analysis. The results show three dimensions in the perceived value, namely, the emotional and functional value, the social value, and the economic value. The emotional and functional dimension is the most important predictor of satisfaction and loyalty in variables such as return, recommendation, and saying positive things about a coastal and marine destination. The results can serve as a management guide for managers of coastal and marine destinations and as information for service providers to develop products according to demand.

Suggested Citation

  • Mauricio Carvache-Franco & Ana Gabriela Víquez-Paniagua & Wilmer Carvache-Franco & Allan Pérez-Orozco & Orly Carvache-Franco, 2022. "Perceived Value in Sustainable Coastal and Marine Destinations: A Study of Jacó in Costa Rica," Sustainability, MDPI, vol. 14(14), pages 1-14, July.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:14:p:8569-:d:861769
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