The cognitive and conative image in insular marine protected areas: A study from Galapagos, Ecuador

The present study aimed to identify the factors related to cognitive and conative image attributes in an insular marine protected area and determine which factors explain tourist satisfaction and behavioral loyalty. The research was conducted in the Galapagos Islands, a marine protected area in Ecuador, South America. A total of 407 tourist questionnaires were collected on-site, including national and foreign visitors, and factor analysis and ordinal logistical regression techniques were applied. The findings reveal four factors in the image attributes of insular marine protected areas: Staff Attention, Tourist Facilities, Nature, and Cultural Activities. Among the factors explaining satisfaction with the tourist destination, as well as the intention to recommend it and provide positive feedback, Nature and Staff Attention at the destination stand out. Meanwhile, the cultural activities factor best explains the intention to return to the destination.

These findings enhance the academic understanding of the factors influencing the image of coastal and marine destinations, particularly in insular marine protected areas. They also offer valuable insights for destination managers, providing practical guidelines to improve destination images, thereby boosting tourist satisfaction and loyalty.