Market Segmentation Based on the Recreational Experiences of Demand in Coastal Destinations

Although recreational experience segmentation is widely used in coastal tourism research, existing motivational frameworks have been developed primarily in island and protected-area destinations, leaving urban, open-access, developing-country contexts theoretically underexplored. This study addresses that gap by identifying the dimensions of recreational experience and market segments for the city of Salinas, Ecuador—an accessible, family-oriented, urban coastal destination—to advance sustainable tourism management. Using a quantitative, cross-sectional design, data were collected through a structured questionnaire administered to 385 tourists; 374 cases with complete scale responses were retained for analysis. An exploratory factor analysis (EFA) identified seven motivational dimensions: environment and sustainable recreational resources, learning and knowledge, affective well-being and creative harmony, interest and enjoyment in the experience, aquatic natural resources and wildlife, cognitive stimulation and emotional connection, and hedonic well-being. A K-means cluster analysis, validated through the elbow method (inflection at k = 3) and silhouette coefficient (0.25), revealed three distinct tourist segments: intensive recreational tourists (n = 183; 48.9%), moderate recreational tourists (n = 136; 36.4%), and passive recreational tourists (n = 55; 14.7%). Chi-square tests confirmed significant associations between clusters and sociodemographic variables including gender, marital status, and number of visits. This study offers four theoretical contributions: it reports a more detailed motivational factor structure than previously documented three- and four-factor models for coastal destinations; it proposes recreational amotivation—grounded in self-determination theory—as a candidate visitor profile that merits further theoretical and empirical validation; it advances a destination-type-sensitive motivational framework; and it provides boundary condition evidence clarifying the contextual scope of recreational experience theory. These findings offer actionable segmentation tools for destination managers seeking to differentiate and sustain coastal tourism markets.