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El periplo sustentable

On-line version ISSN 1870-9036


SEGRADO PAVON, Romano Gino; ARROYO ARCOS, Lucinda; AMADOR SORIANO, Karina  and  FARMER, Frank. Motivational factors for tourists who choose Cozumel, Mexico, as a holiday destination in low seasons. El periplo sustentable [online]. 2017, n.32, 00007. ISSN 1870-9036.

This paper reports a study of the motivational factors that influence tourists in choosing Cozumel island as a destination in low seasons. It is hypothesized that the principal determinant is the availability of aquatic activities. This study was based on a “push and pull” model. Quantitative data were collected and evaluated using Exploratory Factor Analysis (EFA). It was found that for tourists from Mexico and the United States, the three most important motivational factors to visit Cozumel in low season, in decreasing order were 1) the destination, 2) personal factors and 3) social factors. The theoretical and practical implications of these findings for a particular type of destination are discussed.

Keywords : Cozumel; Mexico; tourism; motivation; seasonality.

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