consumer behavior of sustainable tourism accredited businesses in guatemala

Consumer Behavior

of sustainable tourism accredited businesses

in Guatemala and Costa Rica

By

Pablo Alarcón

IDIES - URL

Tourism is one of the main

economic activities in

Central America.

Tourism is the main activity

generating foreign

currency incomes in

Costa Rica.

Tourism is the second activity

generating foreign

currency incomes in

Guatemala.

Sustainable

Tourism is the main segment

of interest for

Rainforest Alliance.

478 interviews in 22 enterprises

accredited by Rainforest Alliance.

2 countries

(Guatemala and Costa Rica).

The sample was collected in

April and May, 2011.

175 inverviews in Costa Rica, and

303 interviews in Guatemala.

4.4% margin of error. *

95% of confidence level. *

*These margins apply for the whole sample

(both countries). They don’t apply for the

samples of the individual countries.

Universe: 3.7 million of tourists for both countries.

63% travels in groups of 2 - 4

people.

86% has 25 years old

or more.

8 of10 consumers have superior

education and travel by

pleasure - leasure.

There were no prevalence of

one gender over another.

78% were not in other countries

nor before nor after their visit.

57% of the consumers are

married.

4 of10 consumers are

in-country travelers.

5%

18%

27%

31%

38%

50%

63%

76%

Other

Accurate information

Near or accesible

Good location

Good price

Cultural atractiveness

Security

Natural atractiveness

Basis: 478 records. Source IDIES, 2011

Enjoyment,

tranquility and

amusement are the main

benefits

obtained

by the visit.

3%

24%

40%

45%

51%

68%

69%

Other

Confidence

Security/Safety

Comfort

Amusement

Tranquility

Enjoyment

Basis: 478 records. Source: IDIES, 2011

48%

34%

29%

29%

23%

22%

22%

15%

13%

13%

11%

9%

9%

8%

8%

7%

5%

4%

A beatiful world

Pleasure

Happiness

A peaceful world

A comfortable and prosperous life

An exciting life

Freedom

Inner harmony

Wisdom

Family security

A sense of accomplishment

Mature love

True friendship

National security

Self-respect (dignity)

Equality

Social recognition

Salvation (eternal life) Basis: 478 records. Source: IDIES, 2011

The atractives take the best part!

Not so much about the infrastructure...

The positive aspects in

Guatemala,

were lodging,

the attractions

and food service.

The positive aspects

in Costa Rica,

were the

attractions,

security

and customer

service.

The negative

aspects

in Guatemala,

were insecurity

and infrastructure.

47%

38%

37%

29%

22%

18%

15%

Pollution

Biodiversity and animal protection

Climate change

Social and community issues

Fair trade and labour standards

Other environmental issues

Organic food and agriculture Basis: 478 records. Source IDIES, 2011

47%

38%

37%

29%

22%

18%

15%

Pollution

Biodiversity and animal protection

Climate change

Social and community issues

Fair trade and labour standards

Other environmental issues

Organic food and agriculture Basis: 478 records. Source IDIES, 2011

51% of the consumers says that

sustainability influenced positively in

the purchase decision for holidays.

Source: IDIES, 2011

Source: IDIES, 2011

Source: IDIES, 2011

Source: IDIES, 2011

64%

29%

27%

22%

13%

8%

Internet

Travel guides

Tour operator

Personal advise

TV

Magazines/printing

press Basis: 248 records. Source: IDIES, 2011

…want natural, cultural y safe

destinations.

…benefit from destinations with

enjoyment, tranquility and

amusement.

…value the beautifulness of

surroundings, pleasure,

happiness and peace.

The attractions of both the

countries had positive ratings.

In Guatemala,

lodging and food service had

positive ratings.

In Costa Rica, security and client service had

positive ratings.

…in Guatemala,

the insecurity had a

negative rating.

…in Costa Rica, the high prices had

negative ratings.

…infrastructure had a negative

rating in both countries.

…are acquainted with the

sustainability and are interested in

taking action about it.

…trust in accredited businesses,

but don’t check if the

sustainability commitment

is real.

…don’t buy sustainable vacations,

mainly because they

don’t know them.

…decide their vacations mainly

using Internet.

…decide their vacations in

second place, using travel guides

and tour operators.

Thank you

Alarcón, P. (2011). Comportamiento del consumidor de

turismo sostenible en Guatemala y Costa

Rica. IDIES/URL – Rainforest Alliance.

Guatemala.

1. Slides 1,17, 39(horses): zjinhui, http://www.flickr.com/photos/snortle/2178655034/

2. Slides 2-5 (hummingbird): borman818, http://www.flickr.com/photos/7270284@N02/4299962530/

3. Slides 6 (shadows):Elliot Moore, http://www.flickr.com/photos/24318458@N00/454631492/

4. Slides 7 (ant): donkeycart, http://www.flickr.com/photos/23573246@N03/2944919071/

5. Slides 8-9 (swimmer): cromacom, http://www.flickr.com/photos/97647206@N00/487513176/

6. Slides 10-11 (rug): Rudy A. Girón, http://www.flickr.com/photos/67798782@N00/2348433889/

7. Slides 12,14,16 (volcanoes): guillermogg, http://www.flickr.com/photos/51065161@N00/3171240206/

8. Slides 13, 39 (minivan): drewdomkus, http://www.flickr.com/photos/99295536@N00/5330773851/

9. Slides 15,39 (coffee): augschburger, http://www.flickr.com/photos/12395094@N00/176399181/

10. Slides 18 (ladybug): Gustavo (lu7frb), http://www.flickr.com/photos/67662120@N00/2424839651/

11. Slides 19,40 (tapado): donkeycart, http://www.flickr.com/photos/23573246@N03/2911036764/

12. Slides 20,40 (frog): tam74, http://www.flickr.com/photos/11644123@N00/279356776/

13. Slides 21, 41(boy): donkeycart, http://www.flickr.com/photos/donkeycart/2911036768/in/set-72157607552293596

14. Slides 22,41 (banknote) Lydiat, http://www.flickr.com/photos/49503039685@N01/3335870741/

15. Slides 23-24, 42 (Tikal): donkeycart, http://www.flickr.com/photos/donkeycart/2944921307/in/photostream

16. Slides 25-27 (jumper): janthepea, http://www.flickr.com/photos/49719616@N00/5327459591/

17. Slides 28-31(glass): nickjtaylor, http://www.flickr.com/photos/76687552@N00/374810349/

18. Slides 32 (snorkeling): Recovering Vagabond, http://www.flickr.com/photos/73403242@N00/2384922950/

19. Slides 33-35,42 (volcanoe): rhurtubia, http://www.flickr.com/photos/57737902@N00/1185478913/

20. Slides 36 (laptop): Pink Sherbet Photography, http://www.flickr.com/photos/40645538@N00/1482848501/

21. Slides 37,38 (toy cars): firesika, http://www.flickr.com/photos/firesika/4732374837/in/photostream/

Comportamiento del consumidor de turismo sostenible en Guatemala y Costa Rica por Pablo Alarcón / URL-IDIES

se encuentra bajo una Licencia Creative Commons Atribución-NoComercial-CompartirIgual 3.0 Unported.

Basada en una obra en www.url.edu.gt.