Abstract

MOO CANUL, María de Jesús; MAYNEZ GUADERRAMA, Aurora; SEGRADO PAVON, Romano Gino  and  CAMACHO RODRIGUEZ, Aliosky. Strategic variables that determine behavioral intentions in protected spaces of Cozumel. Econ. soc. territ [online]. 2021, vol.21, n.66, pp.473-504.  Epub Oct 04, 2021. ISSN 2448-6183.  https://doi.org/10.22136/est20211646.

The image and its background are relevant in tourist destinations. This paper analyzes the influence of image and motivation on satisfaction and behavioral intentions in Cozumel, a tourist site with protected natural spaces. The research was quantitative, transversal, and not probabilistic; as analysis technique, the modeling of structural equations was used. The findings indicated that the motivation to rest and the image of the destination influence satisfaction and, through it, behavioral intentions are encouraged. It is suggested publicizing emotions and feelings generated by the visit to the protected areas of the island.

Keywords : motivation; satisfaction; tourism; Cozumel; PLS.