The Cognitive Image and Behavioral Loyalty of A Coastal and Marine Destination: A Study in Acapulco, Mexico

ABSTRACT The objectives of this study were: (i) to identify the factors of the attributes related to the cognitive image of a coastal and marine destination; (ii) to segment the demand based on the satisfaction generated by the attributes; and (iii) to establish what image attributes can predict loyalty. This study took place in Acapulco, a coastal and marine destination in Mexico. This quantitative study used 441 valid questionnaires from domestic tourists. The data were analyzed using factor analysis, and a K-means segmentation was performed. A step-by-step multiple regression was also used. The results show six factors: “Personal attention,” “Tourist infrastructure,” “Cultural activities,” “Quality of service,” “Natural and aquatic activities,” and “Entertainment.” Also, three segments were identified, based on the attributes of the image: “Want it all,” tourists who are satisfied with all the attributes of the image; “Coastal activity seekers,” visitors experiencing a greater satisfaction level with natural, aquatic, and cultural activities; and “Passive tourists,” who had lower levels of satisfaction compared to the other groups. Concerning the attributes that can predict loyalty, “Acapulco as a vacation spot for the family” was the most important predictor of intentions to return and intentions to recommend the destination.