Perceived Value and Its Predictive Relationship with Satisfaction and Loyalty in Ecotourism: A Study in the Posets-Maladeta Natural Park in Spain

Ecotourism involves visiting natural areas to carry out environmentally friendly activities, contributing to environmental care. The present study aims to: (i) establish the dimensions of the perceived value in ecotourism applied to a natural park, (ii) analyze the dimensions of perceived value that predict ecotourism satisfaction, and (iii) identify the dimensions of perceived value that predict ecotourists' intentions to return, recommend, and provide positive word of mouth about the ecotourism destination as loyalty variables. The research was conducted in the Posets-Maladeta Natural Park in Spain. The sample taken in situ consisted of 341 questionnaires. For data analysis, factor analysis and the stepwise multiple regression method were used. The results showed three dimensions of perceived value: economic, functional, and social and emotional. The "functional" value was the most significant predictor of ecotourists' satisfaction, intentions to return, and to provide positive word of mouth. Likewise, the "functional" and the "social and emotional" dimensions were important predictors of tourists' intentions to recommend these places. These findings will serve as management guides for different institutions and tourism service providers of protected areas to develop products according to tourists' perceived value.