Target marketing for sustainable tourism products.

A case study of the Galapagos Islands

Ronald Leonardo Soto Aguirre

ID: ST10008626

MSc International Hospitality Management

University of Wales Institute, Cardiff (UWIC)

December 2011
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Acknowledgements

Many thanks to my mentors at London School of Commerce: Professor Hadyn Ingram for reading my drafts and giving me immediate feedback about what is right and what is not to make the necessary changes to finish this study on time. A special thanks to Ricardo Luis Diaz Najera for being part of this process, he gave me the courage and the strength with John Duran, thank you both for spending your time with me during my time in London. I will miss you both. I had a great time in LSC so thanks to all my classmates, as well thanks to the people in the streets that helped me filling out the questionnaires. My teachers from Ecuador did also a good job giving me advice and information about my study. My girlfriend Gaby was essential during this process and I want to say I love you. Many thanks to all my friends and thank you very much to my family, mi father Franco Soto, mi sister Paulina Soto and a very special thanks to my mother Carmen Aguirre, I love you with all my heart and thanks for supporting me always.

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Abstract
A target market is a group of consumers that the company has decided to aim its marketing efforts and ultimately its merchandise and talking about sustainable tourism products, the researcher has found that is a type of tourism that cares about the environment and the problems that is facing the nature by selling a product that causes minor impacts to the place that this is taking place and at the same time preserving the natural and cultural resources, because helps the communities that live in the area; with these benefits the locals don't have the need to damage their habitats and furthermore they can keep their traditions. The dissertation has been divided in five chapters; Introduction, as part of this chapter the aims and objectives of the dissertation were described. In the second chapter the ideas posted in the first chapter were developed, the researcher collected secondary data from previous studies, books, journals, websites and so on. Marketing was one of the two fields that have composed the chapter and the second field is the tourism itself with definitions, classification of the different types of tourism and emphasized information about sustainability in tourism products. To collect the primary data was necessary to establish the methodology that was used in this study; the qualitative information was obtained from different sources, the Galapagos National Park management, the Ministry of Tourism in Ecuador and travel agencies involved in the tourism industry in Galapagos. The quantitative data was collected by questionnaires. The researcher has analyzed the data collected finding the target market that the archipelago of Galapagos seeks. Sustainability has been the priority in the Islands and that is why the target market is conformed by responsible consumers to conserve the environment and the communities that benefit from these tourism activities. Conclusions of the study were done to synthesize the information collected and analyzed and recommendations also for further investigations and monitoring the marketing strategies of the Galapagos in the world. iv

Table of contents
Acknowledgements ----------------------------------------------------------------------------------------------------- iii Abstract ------------------------------------------------------------------------------------------------------------------- iv Table of contents --------------------------------------------------------------------------------------------------------- v List of abbreviations --------------------------------------------------------------------------------------------------- viii List of tables -------------------------------------------------------------------------------------------------------------- ix 1. Introduction ------------------------------------------------------------------------------------------------------------ 1 1.1 Background -------------------------------------------------------------------------------------------------------- 1 1.2 Aims and objectives --------------------------------------------------------------------------------------------- 3 1.3 Research questions ---------------------------------------------------------------------------------------------- 4 1.4 Methodology ------------------------------------------------------------------------------------------------------ 5 1.5 Limitations --------------------------------------------------------------------------------------------------------- 6 1.6 Structure ----------------------------------------------------------------------------------------------------------- 6 2. Literature review ------------------------------------------------------------------------------------------------------ 8 2.1 Introduction ------------------------------------------------------------------------------------------------------- 8 2.2 General overview of marketing ------------------------------------------------------------------------------- 8 2.2.1 Customers needs, wants and demands ------------------------------------------------------------ 10 2.2.2 Satisfaction, value and cost ---------------------------------------------------------------------------- 12 2.2.3 Customer orientation ----------------------------------------------------------------------------------- 12 2.2.4 Target market --------------------------------------------------------------------------------------------- 14 2.2.5 Consumer behaviour ------------------------------------------------------------------------------------ 14 2.2.6 Marketing management -------------------------------------------------------------------------------- 16 2.3 General overview of tourism -------------------------------------------------------------------------------- 22 2.3.1 Nature and components of tourism ----------------------------------------------------------------- 23 2.3.1.1 The basic components ----------------------------------------------------------------------------- 24 2.3.2 Classification by motivations.-------------------------------------------------------------------------- 26 2.3.2.1 Cultural tourism ------------------------------------------------------------------------------------- 27 2.3.2.2 Sport's tourism -------------------------------------------------------------------------------------- 28 2.3.2.3 Pleasure tourism ------------------------------------------------------------------------------------ 28 2.3.2.4 Business tourism ------------------------------------------------------------------------------------ 29 2.3.2.5 Ecotourism ------------------------------------------------------------------------------------------- 29

2.3.2.6 Sustainable tourism products -------------------------------------------------------------------- 31 2.4 Conclusions of the chapter ------------------------------------------------------------------------------- 33 3. Research methodology -------------------------------------------------------------------------------------------- 35 3.1 Introduction ----------------------------------------------------------------------------------------------------- 35 3.2 Research philosophy ------------------------------------------------------------------------------------------ 37 3.3 Research approach -------------------------------------------------------------------------------------------- 38 3.4 Research strategy ---------------------------------------------------------------------------------------------- 39 3.5 Data collection methods ------------------------------------------------------------------------------------- 40 3.5.1 Interview --------------------------------------------------------------------------------------------------- 40 3.5.2 Questionnaires -------------------------------------------------------------------------------------------- 41 3.6 Conclusion ------------------------------------------------------------------------------------------------------- 42 4. Data and analysis --------------------------------------------------------------------------------------------------- 43 4.1 Introduction ----------------------------------------------------------------------------------------------------- 43 4.2 Analysis of the data from content analysis --------------------------------------------------------------- 43 4.2.1 Tourist arrivals to Ecuador (2009-2011) ------------------------------------------------------------ 43 4.2.2 Tourist arrivals to Galapagos (2009-2011)---------------------------------------------------------- 44 4.2.3 Tourists arrivals by months---------------------------------------------------------------------------- 46 4.2.4 Ecuador's Main emitting countries ------------------------------------------------------------------- 47 4.2.5 Tourists arrivals by origin ------------------------------------------------------------------------------ 49 4.2.6 Types of accommodation used ------------------------------------------------------------------------ 50 4.3 Analysis of the data from questionnaires ---------------------------------------------------------------- 51 4.4 Analysis of the Data from Interviews ---------------------------------------------------------------------- 59 4.4.1 Target Market --------------------------------------------------------------------------------------------- 59 4.4.2 Importance of sustainable tourism in the global industry -------------------------------------- 61 4.4.3 Behaviour of the Galapagos' consumers ------------------------------------------------------------ 61 4.4.4 Target marketing for sustainable tourism products in Galapagos ---------------------------- 62 4.5 Conclusions of the Chapter ---------------------------------------------------------------------------------- 62 5. Conclusion, limitations and recommendations -------------------------------------------------------------- 65 5.1 Introduction ----------------------------------------------------------------------------------------------------- 65 5.2 Conclusion ------------------------------------------------------------------------------------------------------- 65 5.2.1 Primary and secondary data --------------------------------------------------------------------------- 65 5.2.2 Limitations ------------------------------------------------------------------------------------------------- 69

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5.3 Recommendations --------------------------------------------------------------------------------------------- 70 Reference list / Bibliography ---------------------------------------------------------------------------------------- 72 Web sources --------------------------------------------------------------------------------------------------------- 74

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List of abbreviations

EU: European Union CMC: Computer Mediated Communication CRS: Computerized Reservation System FtF: Face-to-face GDS: Global Distribution System MAE: Ministry of Environment of Ecuador (Ministerio del Ambiente del Ecuador) MIT: Ministry of Tourism (Ministerio de Turismo) PANE: Heritage of the State's Natural Areas (Patrimonio de Areas Naturales del Estado) SNAP: National System of Protected Areas (Sistema Nacional de reas Protegidas) SPSS: Statistical Package for Social Sciences UNESCO: United Nations Educational, Scientific and Cultural Organization UNWTO: World Tourism Organization WTTC: World Travel and Tourism Council WWF: World Wide Fund for Nature

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List of tables

Figure 1: Maslow's Hierarchy of Needs ---------------------------------------------------------------------- 11 Figure 2: The concept and relevance of customer orientation --------------------------------------- 13 Figure 3: Customer orientation and long-term business success ----------------------------------- 13 Figure 4: Marketing mix and forces impacting it. ---------------------------------------------------------- 18 Figure 5: Product life cycle (PLC) ------------------------------------------------------------------------------ 19 Figure 6: Pricing goals --------------------------------------------------------------------------------------------- 21 Figure 7: Basic components of the tourism ----------------------------------------------------------------- 24 Figure 8: A classification of travellers ------------------------------------------------------------------------- 25 Figure 9: The relationship between sustainable tourism and other terms. ---------------------- 31 Figure 10: Principles behind sustainable tourism management. ------------------------------------ 32 Figure 11: The scope of sustainable tourism. -------------------------------------------------------------- 33 Figure 12: Research methodology as Onion --------------------------------------------------------------- 37 Figure 13: Process of deduction -------------------------------------------------------------------------------- 38 Figure 14: Tourist arrivals to Ecuador ------------------------------------------------------------------------ 43 Figure 15: Tourists arrivals to Galapagos ------------------------------------------------------------------- 44 Figure 16: Tourists arrivals to Galapagos by months --------------------------------------------------- 46 Figure 17: Ecuador's Main emitting countries 2011------------------------------------------------------ 47 Figure 18: Tourists arrivals to Galapagos by origin ------------------------------------------------------ 49 Figure 19: Types of accommodations used in Galapagos -------------------------------------------- 50 Figure 20: Gender: source questionnaires ------------------------------------------------------------------ 52 Figure 21: Age Group: source questionnaires ------------------------------------------------------------- 52 Figure 22: Origin: source questionnaires -------------------------------------------------------------------- 54 Figure 23: Motivation: source questionnaires -------------------------------------------------------------- 56 Figure 24: Galapagos ---------------------------------------------------------------------------------------------- 58

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Chapter One
1. Introduction

The major focus of this study was to analyses the target marketing for sustainable products, citing the case of the Galapagos Islands. By analysing the marketing definitions, types and the marketing tools needed to focus a target marketing from different authors and combining that information with the tourism industry, motivations, definitions, types of tourism, ending with sustainable tourism as a solution to fragile environments with the communities that surround the destination as part of the solution. By linking these concepts and supported by primary research, the researcher made the conclusion, which will have the benefit of reaching new markets educating the guests about the sustainability. Chapter one of this dissertation introduces; the background of the study, aims and objectives, research questions, the methodology that was used to collect the secondary and primary data and a summary of each chapter.

1.1 Background

The concept of marketing has been changing and evolving over a period of time and nowadays, its base is give a serial of benefits to the customer which will help to guarantee the provision of the good or service, creation of repetitive purchase, potential clients, and the process of building and retaining of market share. The Chartered Institute of Marketing define marketing as 'The management process responsible for identifying, anticipating and satisfying customer

requirements profitably'

Based in this definition, within an organization the process of Marketing as a management process it is not only responsibility of the employees who has contact with the costumer and personnel in charge of customer services; The development of the Marketing practices should be design for competent managers implementing campaigns, planning, and coordinating with the proper skills in order to guarantee success. Marketing objectives and aims need to be under constant monitoring and also analyse competition strategies to anticipate them and overcome them. A market research can permit the organization to identify the needs of the customer and try giving the benefits and the added value can a product or service delivers to improve clients way of life and also ensure that the organization is going to be rewarded by the revenues obtained from the customers purchases according to Najera (2011). Philip Kotler defines marketing as 'satisfying needs and wants through an exchange process' This investigation was conducted to describe how target markets are designed using the tools provided by marketing in order to focus the marketing team energies to reach the potential consumers, increasing sales therefore profits which in the case of the Galapagos Islands have promoted sustainable tourism to share those profits among all the actors that are involve in the tourism industry in the Galapagos National Park. All these actors that are involved in the tourism industry have responsibilities; the travel agencies that in the past used to have profits only for themselves excluding the communities to be part of this activity, therefore the communities didn't benefit for tourists services in their own locations. Tourist activities with no significant controls that were damaging the environment of the Galapagos Islands and benefiting only a few. The benefits were only for a special group while the damages caused were problem of the communities that were not getting any profits for these activities. Through the history of the world the consumer behaviour has changed all the time and from the beginning of the tourism industry this 2

behaviour has made the diversification of many products for this industry, being the most popular nowadays the historical tourism, business tourism, leisure tourism and increasing in tiny steps the sustainable tourism which is the one that benefit the actual generation but not compromising the environment for the future generations, taking advantage of what the environment offers in a responsible way to try to don't make any impact or at least minimize impacts to the maximum in the environment. The main focus of this study was to analyse the target market for the Galapagos Islands as a sustainable destination and make recommendations if needed.

1.2 Aims and objectives

According to the Ministry of tourism in Ecuador a total of 846.782 visitors have entered the country from January to September with 139,988 visitors that went to the Galapagos Islands during the same period as is stated in the website of the Galapagos National Park (2011), the tourism industry within the islands has been growing unusually and is the duty of every single person that has stepped in that paradise, to help in the conservation of this fragile environment. Thus some aims and objectives must were to guide this work and make it useful to the society, taking advantage of all the resources that are available without compromising the future of the archipelago or their inhabitants. The researcher has decided to start the work with the two major disciplines and concepts were cited and therefore subjects as marketing and tourism giving the information needed to understand the two main fields that are involved in this approach. With this information and aims set, the secondary data, involving the archipelago with these concepts to target the market in the best way possible, selling the Galapagos' as a natural paradise that is not seeking massive tourism, but is seeking good revenues to keep the environment as natural as possible and at the same time keeping the community happy making the dreams of the 3

consumers becoming true. As an objective of this work was to focus to attract only customers that likely do sustainable tourism activities, using marketing tools to find the target market appropriate that meet the requirements to be an educated guest, not only seeking personal fulfilment but giving chances to the personnel that works in the tourism industry in the archipelago of Galapagos. Was important to get to understand the consumer behaviour and so was important to know what kind of tourists exist, breakdown the types of tourists to get to know our sustainable consumer; country, education, income, age, months likely to travel, lodging likely to get and so on. To learn about the communities and how the Galapagos Islands were manage by the government and the local authorities to keep the tourism control, avoiding the chances of affecting the environment by the tourists. The main objective of this study was to analyse the target market of the Galapagos Islands as a sustainable product, towards to find the strengths and weaknesses of the marketing strategies used by the Galapagos National Park worldwide.

1.3 Research questions

The research questions were formulated to get a better understanding of what is target marketing, sustainable tourism and these two disciplines linked together in a case study of the Galapagos Islands. 1.- What is target marketing? 2.- What is the classification of tourism products and is sustainable tourism one of them? 3.- How important are sustainable tourism products in the global tourism industry and at the same time are desirable for potential customers? 4.- How do Galapagos consumers behave? 5.- What are the characteristics of tourism and tourists in the archipelago? 6.- Is Galapagos considered as a place of sustainable tourism and if so does it needed to be targeted as one? 4

1.4 Methodology

To approach the topic with accurate information the researcher has decided to collect two types of data; secondary data that was already collected by different writers in previous studies published in journals, newspapers, books, articles, web sites or any other source available to developed the literature review addressing the fields involved. Marketing definitions were provided and numbering of the tools that marketers use to find their targets markets. Tourism industry from general definitions until sustainability and linked with the case of the Galapagos for a specific target market. Sarah Boslaugh (2007) states that the difference between primary and secondary data depends on the relationship between the person or research team who collected a data set and the person who analysed it, therefore the data set could be primary data in one analysis and secondary data in another. The secondary data that was collected for this study came from sources like; books, journals, web sites, newspapers about marketing, tourism or the Galapagos Islands in order to link these three topics to answer the research questions. The places chosen to collect this information were the British Library and Internet, being Ebscohost, Ebrary, Mylibrary, and Google Academic the main sources used in the investigation. The primary data in order to support the investigation with accurate data, based in qualitative data collected from interviews to different actors involved in the tourism sector; the Galapagos National Park management, Ministry of Tourism, Heritours travel agency and a recognized teacher of tourism in Ecuador. With secondary data from previous studies and fresh primary data, coding and analysing the information about the target market that Galapagos seeks, to support the sustainability in the archipelago. Conclusions and recommendations in order to strengthen the weaknesses that the marketing might have.

1.5 Limitations

The limitations of the study were focus in the difficulty of getting data about the Islands on time, furthermore the short time that is available to finish the dissertation making it a little harder due to the fact that the researcher had to juggle time between work and studies. Another limitations is perhaps the fact that the researcher first language is not English making the job a little harder at the time of writing the dissertation in the best way possible but probably more than a limitations was a chance to improve the writing English. To get some information from the main sources in Ecuador is necessary to know the people that work in any project within the SNAP and unfortunately to make an appointment with them was also difficult. Anyway this work shows correct information about the literature review and the primary data that was collected to target marketing in the Galapagos Islands and hopefully will help clear any doubts or even better leverage the resources that the archipelago has.

1.6 Structure

This study consists of five chapters which are briefly outlined as follows: The introduction consists of the background of the study, aims and objectives, research questions, the methodology used to meet those aims, limitations and the structure. The second chapter reviews all the relevant information in the literature review. The sources that were used includes: books, journals, web sites and newspapers. The literature review discusses the general overview of target markets, tools to do it and information about the tourism industry; definitions, classification, motivations, profile of the potential tourists and sustainable destinations.

The research methodology was cited in chapter three, showing the processes and methods used to tackle the study. The chapter summarized the philosophy used, approach, design and sample as well as data collection methods applied during the investigation. The chapter four interprets the research findings from the data collected. Findings and results analysed and interpreted from the interviews and questionnaires. Chapter five contains the researcher's explanation of the data, interpretation, finding weaknesses and strengths. Recommendations also figure in this chapter, suggesting further investigations and finishing with references and bibliography.

Chapter Two

2. Literature review
2.1 Introduction

In chapter number two the secondary data will be selected and critically evaluated. This bearing in mind the main research objective: to obtain a better understanding of target marketing and sustainable tourism. In chapter number two, the secondary data was selected and critically evaluated. This bearing in mind the main research objective: to obtain a better understanding of target marketing and sustainable tourism. The literature review was subdivided in two parts; a general overview of marketing as an important part of the strategies of a company to reach the customers for which it were created sustainable tourism products in the case of the Galapagos Islands. The second part was about the tourism industry, the motivations of the customers to identify the potential target market of the archipelago of Galapagos, the classification of tourism and sustainability of tourism products in fragile environments.

2.2 General overview of marketing

A literature review focuses on reviewing the current knowledge on a specific topic (Copper, 1198). Nowadays, the majority of the successful organizations in the market have something in common, and is commitment with the implementation of marketing in their business strategies and highly focused to the customers when it comes to create and build customers relationships. All these companies set

strategies concentrating their efforts on the satisfaction of the needs of the customers. There is only one boss. The customer, and he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else. (Sam Walton, Walmart Founder)

The concepts of exchange and relationships lead to the concept of a market. A market is the set of actual and potential buyers of a product. These buyers share a particular need or want that can be satisfied through exchange relationships according to the studies of Armstrong and Harker (2009).

Marketing means managing markets to bring about profitable customer relationships, however, creating these relationships takes work. Sellers must search for buyers, identify their needs, design good market offering, set prices for them, promote them, and store and deliver them. Activities such as product development, research, communication, distribution, pricing and service are marketing activities.

The essence of the marketing concept is that organisations achieve their objectives by satisfying customers said Houston (1986). With competition a fundamental aspect of market-driven economies, the marketing perspective also asserts that the key to achieving organisational goals is for organisations to determine the needs and wants of target markets and to deliver the desired satisfactions more efficiently and effectively that competitors as stated Fyall and Garrod (2005).

2.2.1 Customers needs, wants and demands

Maslow (1943) in his paper A theory of Human Motivation, proposed the idea of describing the stages of growth in humans, The most fundamental and basic four layers of the pyramid contain what Maslow called "deficiency needs"; esteem, friendship and love, security, and physical needs. With the exception of the most fundamental (physiological) needs, if these "deficiency needs" are not met, the body gives no physical indication but the individual feels anxious and tense.

Once the physiological needs are satisfied are we concerned with the higher order needs of influence and personal development. Conversely, if the things that satisfy our lower order needs are swept away, there is no longer concerned about the maintenance of the higher order needs as proposed by Maslow (1954). The levels of Maslows hierarchy of needs were explained below: 1) Biological and Physiological needs air, food, drink, shelter, warmth, sex, sleep, etc. 2) Safety needs protection from elements, security, order, law, limits, stability, etc. 3) Belongingness and love needs work group, family, affection, relationships, etc. 4) Esteem needs self-esteem, achievement, mastery, independence, status, dominance, prestige, managerial responsibility, etc. 5) Self-Actualization needs realizing personal potential, self-fulfilment, seeking personal growth and peak experiences.

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Figure 1: Maslow's Hierarchy of Needs

Source: Business Balls 2011

Abhinandan (2000) referring to need, want and demand said, the starting point for any marketing activity is the assessment of customer need. A need arises whenever a customer feels that some of his basic requirements, are not being met. For example, a manager may feel that he requires (needs) information to improve his knowledge. The customer may have a number of options for satisfying his need. A preferred option is called a want. Wants, therefore. are desired specific satisfiers of 'needs'. In case of managers whose need is information, several options like journals, magazines, books, etc. may exist which provide the required information. One of the preferred options, like a journal, would be termed his want. A demand for a product or service (wanted by a customer) would arise if the customer is able to acquire and utilize the same. Thus, wants become demands when supported by purchasing power, ability and infrastructure needed to buy and use them according to Abhinandan (1999).

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2.2.2 Satisfaction, value and cost If there is a product that is worth to buy and moreover satisfies the customer, is likely that the customers would like to continue using and buying that product. One of the ways in which a customer could feel satisfied is that the net derived value (net customer value) of the offer is positive. The net customer value can be defined as the difference between the total customer value and the total customer cost according to Kotler (1995).

The sum of the benefits that the customer expects and receives from a given offer is called 'total customer value'. The components of customer value are subdivided in; product value, service value, and image value. On the other hand the 'total customer cost' is the cost incurred by the customer in acquiring the product or service. Those components are; monetary price, time cost, energy cost, and psychic cost in the words of Abhinandan (2000).

2.2.3 Customer orientation

Customer orientation is one of the most important factors of success needed to survive in an environment characterized by enormous competition. Customer-

oriented companies manage to arrive relatively quickly in a situation where they can rapidly and effectively react to new market opportunities, so that they can, via customer-focused concepts, adjust to newly-developed customer wants. Although customer orientation has been supported for years now, and is the guiding principle of many companies, just as before the offered product is more often than not the centre of attention. This view has been supported in the work of Raab (2008). However, customer orientation entails focusing the sum of small of all company thoughts and actions on the customers needs, wishes, and problems. The achieving of maximum customer orientation is based on suitable structures, and on 12

the employment of modern technological solutions, management, and employees, all acting and thinking with the point of view of the customer in mind.

Figure 2: The concept and relevance of customer orientation

Source: Raab 2008 Earlier research done by Simon (1998) demonstrates that the goal of customer orientation is always customer satisfaction. Satisfied customers are more likely to choose the product again, to passively or actively recommend it, and to react with less price sensitivity. They might even become loyal customers, who no longer take competing offers into consideration. This simplifies their decision, in the sense that their choice of the product or service has become a matter of habit. Figure 3: Customer orientation and long-term business success

Source: Raab 2008 based on Simon and Homburg 1998 13

Therefore, Kotler (1995) summarized the marketing concept as follow: The marketing concept holds that the key to achieving organizational goals consists in determining the need and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors. The marketing concept has four keys; target market, satisfying needs and wants co-ordinated marketing, and organizational goals.

2.2.4 Target market

The target market is the objective that the marketing team wants to reach with the product. The marketing concept emphasizes the need to focus, explicitly, on the selection of the markets. Focus in the target market saves time, money, efforts and take advantage of the resources of the company effectively and efficiently. In the case of the Galapagos Islands, defining the target market makes the difference between reaching potential customers that can afford the product and can demand the product, from reaching people that might not be interested or cannot afford the expenses of a purchase like this.

2.2.5 Consumer behaviour Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.

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Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the reaffirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management,

personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. Marketing provides services in order to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer as was found in a recent study by Kioumarsi (2009).

Key questions to understand the consumer behaviour were cited below: Who is buying? Defines the consumer who have needs, for instance a travel agency that is trying to satisfy the requirements of its clients. According to Abhinandan (2000) it may be useful to identify; current and potential customers, their location, etc. What do they buy? With the information the researchers can identify the current products, services, and mechanisms that the customers used to satisfy their needs and requirements. Or to satisfy specific needs that the customers have, which products or services are chosen. How do they use the produce/service? Answer to this question may help the researcher in identifying current and or potential products, services, and mechanisms which could fit into the customers use process better. Why do they buy? The motivations that a customer may have to buy a certain product and pricing and non-pricing factors that may determine the purchase. The information could be used for deciding how to promote the products or services. How do they buy? Identify the process of buying that the customers used; recognise the need, search for information to generate potential alternative 15

products/services which could satisfy the need, evaluate the alternatives generated for satisfying the need and decide on purchase of one of the options. Who participates in buying? Identification of the participants in the buying process, and their inclination for or against a specific option. What are the sources of information? The buyer and the participants involved in the buying process may be using different sources to get the information on products or services. With this information the marketing team could decide the media of promotion. Where do they buy? Identifying the suppliers of the products or services. With this information the marketing strategies may reach these channels of distribution to get to the final consumer.

2.2.6 Marketing management In a previous research Kotler (1995) described that marketing management is the process of planning and executing the conception, pricing, promotion, and distribution of products and services to create exchanges with target groups that satisfy customer and organizational objectives.

Product Market

According to Abhinandan (2000) the product market is a set of customers with similar needs which are satisfied through similar products/services.

Target Market

Any product market may be composed of one or more groups of customers, wherein each groups has customers, who are similar to each other, or customers in any two different groups, who are different, with respect to some key aspect of 16

behaviour towards the product offering. Segmentation is the process of dividing the market into major parts called market segments, which are mutually exclusive and collectively exhaustive. The objective of segmentation may be evaluated and then select those market segments that the organization can best serve.

Positioning

Ries (1981) concluded that positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.

Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market.

De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market.

Marketing mix

The concept of marketing mix according to Saxena (2005) involves a deliberate and careful choice of strategies and policies for organisation, product, price, promotion and place. Individually, each of them is important, but when all the four elements of marketing are properly selected, culled, and mixed in the right proportion, they enhance the product and make it attractive to the customer.

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Figure 4: Marketing mix and forces impacting it.

Source: Saxena, 2005. Marketing management

Product

Clayton (2008) suggested that a useful way of looking at the hospitality product is that it is actually the guests experience. In a restaurant, this involves not only the food served but the way the server and guest interact and the atmosphere of the place. This is not to argue that the physical product (food) is unimportant, but it needs to be seen in the context of the overall concept of the operation that determines the guests total experience. The discussion of product therefore applies to the food and the restaurant concepts.

The product life cycle defines where the product is in the marketplace to take decision about what to do about the competence, promotion and so on. Like human beings, products also have an arc. From birth to death, human beings pass through various stages e.g. birth, growth, maturity, decline and death. A similar lifecycle is seen in the case of products. The product life cycle goes through multiple phases, involves many professional disciplines, and requires many skills, tools and processes. Product life cycle (PLC) has to do with the life of a product in the market with respect to business/commercial costs and sales measures. Levitt (1965) 18

Figure 5: Product life cycle (PLC)

Source: Clayton, 2008. Introduction to Management

Stage Characteristics

1. Market introduction stage costs are very high slow sales volumes to start little or no competition demand has to be created customers have to be prompted to try the product makes no money at this stage

2. Growth stage costs reduced due to economies of scale sales volume increases significantly profitability begins to rise public awareness increases competition begins to increase with a few new players in establishing market increased competition leads to price decreases

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3. Maturity stage costs are lowered as a result of production volumes increasing and experience curve effects sales volume peaks and market saturation is reached increase in competitors entering the market prices tend to drop due to the proliferation of competing products brand differentiation and feature diversification is emphasized to maintain or increase market share Industrial profits go down

4. Saturation and decline stage costs become counter-optimal sales volume decline prices, profitability diminish profit becomes more a challenge of production/distribution efficiency than increased sales

Price

According to Nagle (2002) price is the only revenue generating element among the four Ps, the rest being cost centres. The pricing goals are: Profit Sales Competition Prestige Status Quo

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Figure 6: Pricing goals

Source: Biz-development 2009

Place

In marketing, place refers to the location, the place where the good or service is offered. Travel agencies and Internet are examples of places from the customers can get their tourism packages.

Promotion

Kurtz (2010) urged, promotion is the communication link among sellers and buyers for the purpose of influencing, informing or persuading a potential buyers purchasing decision. Rajagopal (2007) said, a promotional plan can have a wide range of objectives, including; sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. Fundamentally, however there are three basic objectives of promotion. According to Kurtz (2010) these are: To present information to consumers as well as others To increase demand To differentiate a product

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In this chapter of the study the researcher has cited a general overview of marketing subdivided in; needs, wants and demands that the customers have and how to differentiate it. Satisfaction value and cost, differentiate among the value that a product represents to a customers at what is the cost to get it. Target markets for the products offered by a company. Consumer behaviour; what, why, how, where the buyers get their products. The marketing mix and the 4 Ps, product, price, place and promotion.

2.3 General overview of tourism

According to Goeldner (2009) tourism may be defined as the processes, activities, and outcomes arising from the relationships and the interactions among the tourists, tourism suppliers, host governments, and surrounding environments that are involved in the attracting and hosting of visitors.

The UNWTO says that tourism is a social, cultural and economic phenomenon that entails the movement of people to countries or places outside their usual environment for personal or business/professional purposes. These people are called visitors (which may be either tourists or excursionists; residents or nonresidents) and tourism has to do with their activities, some of which imply tourism expenditure.

According to Britton (1991) tourism has both a production and a consumption component. As a form of production, tourism is multi-sectorial and multifaceted, drawing upon the activities of a wide range of actors from a number of economic sectors (Debbage and Daniels 1998). As an activity of consumption tourism is distinct in that the consumer has to travel some distance to a destination in order to consume the product. This feature of tourism means it is referred to as an invisible sector (Mathieson and Wall 1982). It also means that tourism is the nexus between systems of production and systems of consumption. The tourist product is varied. It consists of both tangible (e.g. flights, hotel accommodation) and intangible (e.g. 22

customer satisfaction or perception) elements (Smith 1994). Given its ephemeral nature, the tourist product can be viewed as a highly perishable item (Mathieson and Wall).

Goeldner (2008) cited the UNWTO and said, the UNWTO has taken the concept of tourism beyond a stereotypical image of 'holiday making' The officially accepted definition is "Tourism comprises the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes" The term usual environment was intended to exclude trips within the area of usual residence, frequent and regular trips between the domicile and the workplace, and other community trips of a routine character.

1. International tourism a. Inbound tourism: Visits to a country by non-residents. b. Outbound tourism: Visits by residents of a country to another country. 2. Internal tourism: Visits by residents and non-residents of the country of reference. 3. Domestic tourism: Visits by residents of a country to their own country. 4. National tourism: Internal tourism plus outbound tourism (the resident tourism market for travel agents, airlines, and other suppliers).

2.3.1 Nature and components of tourism World Tourism Organisation (WTO) statistics indicate that tourism industry will continue to expand over the years. According to WTO, international tourist arrivals worldwide will reach 1.5 billion by 2020. This industry has been subdivided in components; the most common were enumerated as follows:

23

2.3.1.1 The basic components In order to understand tourism systematically, it is necessary to know the various components which together make tourism happen. Three of these are considered to be basic: a) Transport b) Attractions / Locale c) Accommodation

Figure 7: Basic components of the tourism

Source: Franklin, 2003. Tourism: an introduction 24

Figure 8: A classification of travellers

1. Tourists in international destinations 2. Excursionists in international technical definitions 3. Travellers whose trips are shorter than those that qualify for travel and tourism: e.g. under 50 miles (80 km) 4. Students travelling between home and school only - other travel of students is within scope of travel and tourism. 5. All persons moving to a new place of residence, including all one-way travellers, such as emigrants, immigrants, refugees, domestic migrants, and nomads. Source: Franklin, 2003. Tourism: an introduction 25

2.3.2 Classification by motivations. In a recent study by Banerjea (2007) about the main theories of travel motivation suggested, tourist motivation can be defined "as the global integrating network of biological and cultural forces which gives value and direction to travel choices, behaviour and experience". (Pearce, Morrison & Rutledge, 1998) as cited by Allan R. Rhodes Espinoza. According to Seaton (1997) motivation is a state of arousal of a drive or need which impels people to activity in pursuit of goals. Once the goals have been achieved the need subsides and the individual returns to the equilibrium-but only briefly because new motives arise as the last one is satisfied. Krippendorf (1987), as cited in Seaton (1997) suggests that the motivation of the individual person to travel, to look outside for what he cannot find inside have been largely created by society and shaped by everyday life. People who live in cities, for example, are motivated to travel as tourists to wilderness areas because they need to escape from an artificial, monotonous environment. (Dann & Matley, 1976) as cited in Mansfeld 1992). Gray's travel-motivation theory, as noted by Mansfeld (1992), gives us two motives about why people go to natural settings. The first motive is the desire to go from a known to an unknown place, called in Gray's theory wanderlust'. Secondly, a place "which can provide the traveller with specific facilities that do not exist in his or her own place of residence", referred in Gray's theory as sun lust' (Mansfeld, 1992). It is a common practice to consider traveller or tourist types as potential market segments for travel and tourism marketing (Smith, 1989 as cited in Theobald, 1996).Some of the motives which determine their travel choices are recreation, pleasure, new experiences, cultural interest, shopping. Any reader of literature of tourism motivation cannot help being struck by the similarity in findings by many researchers.

The adjectives and categorisations of tourists based upon motivations may differ in number, but recurrent themes emerge. For example the need to escape from everyday surroundings for the purpose of relaxation, and discovering new things, places and people are often alluded to. According to Crompton (1979), as cited in 26

Bello & Etzel (1985), the need for relaxation, exploration,

The types of tourism cited in this chapter are: 1. Cultural Tourism 2. Sports Tourism 3. Pleasure Tourism 4. Business Tourism 5. Ecotourism 6. Sustainable Tourism

2.3.2.1 Cultural tourism Cultural tourism has been defined as 'the movement of persons to cultural attractions away from their normal place of residence, with the intention to gather new information and experiences to satisfy their cultural needs according to Richards (1996).

From the beginning, the journeys have been linked with the desire of the people for knowing different cultures, customs and ways of expression. It is called Cultural Tourism the journeys to places where the art and the culture is express notoriously and above of other touristic resources. The tourists that travel for cultural motivations, have the interest of visiting or studying specific features or combined; history, archaeology, architecture, religion, philosophy, for example:

Religious Tourism: La Mecca, Rome, Canterbury and so on. Politic Tourism: Cuba. Post-war Tourism: Germany, UK. Architectonical Tourism: Paris Gastronomic Tourism: Italy, Switzerland, and Peru 27

Chalmers (2011) urged, it is important that the destination planner takes into account the diverse definition of culture as the term is subjective. Satisfying tourists' interests such as landscapes, seascapes, art, nature, traditions, ways of life and other products associated to them -which may be categorized cultural in the broadest sense of the word, is a prime consideration as it marks the initial phase of the development of a cultural destination.

2.3.2.2 Sport's tourism Sports, or more correctly, Sport Tourism refers to travel which involves either viewing or participating in a sporting event staying apart from their usual environment. Sport Tourism is the fastest growing sector in the global travel industry and equates to $600 Billion a year, according to a study done by Commonwealth of Australia (2000). The visitors could be motivated for any of the reasons cited below:

a) b) c)

Participate as spectators of a sport event such as a world cup Enjoy, learn or practice any sport activity Participate in sport competitions

The diversity that this type of tourism offer is huge and there are several modalities that need to be practice in a team (football, soccer, baseball), individually (athletics, cyclist, surf), in couples (tennis, box), with animals (hunting, fishing), with special equipment (diving, boating), with special installations (golf, ski).

2.3.2.3 Pleasure tourism The researcher has found that this modality is very heterogeneous because it includes different interests that generate the journeys with the finality of fun. Although the motivation is the desire of having fun and enjoy life. This premise is about getting away from the routine and forget about problems or just ignore them 28

for a while. For this kind of customers exist an infinity of possibilities. recreational parks is one of the most common places to go, cruises are popular too as well as nightclubs and many more options. This is a massive tourism but there are some selective options, which cost more to get differentiate from the rest. For these reasons there are a lot of places to go to do this kind of tourism like beaches, nightclubs in cities like Vegas or theme parks like Universal Studios.

2.3.2.4 Business tourism

According to the UK Governments Tourism Strateg y (2001) in the study called Tomorrows Tourism states, business tourism is one of the most lucrative, yet least well acknowledged components of our tourist industry. These are the journeys with a business purpose in between, out of the place of residence. Nowadays is considered as a type of tourism, because, who is travelling is using services such as transport, hotels, restaurants and any other service that integrates de tourism industry. Usually these businessmen also do some shopping activities while they visit a different city, buying souvenirs and doing activities as any other tourist. The UNWTO also includes congress and conventions as a part of business tourism. A businessman opposed from a regular tourist is almost always located in privileged services going from a flight in first class to luxuries hotels.

2.3.2.5 Ecotourism Honey (2008) in the study Ecotourism and Sustainable Development: Who Owns Paradise? define that the ecotourism is a form of tourism involving visiting fragile, pristine, and usually protected areas, intended as a low impact and often small scale alternative to standard commercial tourism. Its purpose may be to educate the traveller, to provide funds for ecological conservation, to directly benefit the economic development and political empowerment of local communities, or to foster respect for different cultures and for human rights. Since the 1980s 29

ecotourism has been considered a critical endeavour by environmentalists, so that future generations may experience destinations relatively untouched by human intervention. Ecotourism is a form of tourism that involves visiting natural areas in the remote wilderness or urban environments. According to the definition and principles of ecotourism established by The International Ecotourism Society (TIES) in 1990, ecotourism is "Responsible travel to natural areas that conserves the environment and improves the well-being of local people." (TIES, 1990). Martha Honey, expands on the TIES definition by describing characteristics of ecotourism, which are: Involves travel to natural destinations Minimizes impact Builds environmental awareness Provides direct financial benefits for conservation Provides financial benefits and empowerment for local people Respects local culture Supports human rights and democratic movements Conservation of biological diversity and cultural diversity through ecosystem protection Promotion of sustainable use of biodiversity, by providing jobs to local populations Sharing of socio-economic benefits with local communities and indigenous peoples by having their informed consent and participation in the management of ecotourism enterprises Tourism to unspoiled natural resources, with minimal impact on the environment being a primary concern. Minimization of tourism's own environmental impact Affordability and lack of waste in the form of luxury Local culture, flora and fauna being the main attractions local people benefit from this form of tourism economically, often more than mass tourism 30

2.3.2.6 Sustainable tourism products There is no widely accepted definition of sustainable tourism according to Swarbrooke (1999). It could, of course suggested that sustainable tourism should simply be about applying the Brundtland Report definition of sustainability to tourism. This could lead to definition such as: Forms of tourism which meet the needs of tourists, the tourism industry, and host communities today without compromising the ability of future generations to meet their own needs. Or could lead to a definition that sustainable tourism: means tourism which is economically viable but does not destroy the resources on which the future of tourism will depend.

Figure 9: The relationship between sustainable tourism and other terms.

Source: Swarbrooke (1999) Sustainable tourism management Sawrbrooke (1999) suggest that if is not easy to define sustainable tourism, it is possible to propose a set of principles that should underpin any approach to sustainable tourism management.

31

Figure 10: Principles behind sustainable tourism management. The approach sees policy, planning and management as appropriate, and, indeed essential responses to the problems of natural and human resource misuse in tourism. The approach is generally not anti-growth, but it emphasizes that there are limitations to growth and that tourism must be managed within these limits. Long-term rather than short-term thinking is necessary. The concerns of sustainable tourism management are not just environmental, but are also economic, social, cultural, political and managerial. The approach emphasizes the importance of satisfying human needs and aspirations, which entails a prominent concern for equity and fairness. All stakeholders need to be consulted and empowered in tourism decisionmaking, and they also need to be informed about sustainable development issues. While sustainable development should be a goal for all policies and actions, putting the ideas of sustainable tourism into practice means recognizing that in reality there are often limits to what will be achieved in the short and medium term. An understanding of how market economies operate, of the cultures and management procedures of private sector businesses and of public and voluntary sector organizations and of the values and attitudes of the public is necessary in order to turn good intentions into practical measures. There are frequently conflicts of interest over the use of resources, which means that in practice trade-offs and compromises may be necessary. The balancing of cost and benefits in decisions on different courses of action must extend to considering how much different individuals and groups will gain or lose. Source: Bramwell 1996.

32

Figure 11: The scope of sustainable tourism.

Source: Swarbrooke (1999) Sustainable tourism management

2.4 Conclusions of the chapter

The researcher in this chapter has seen the overview of marketing, definitions, the needs, wants and demands that the customers have when they are making a decision from a need and based on the pyramid of hierarchy proposed by Maslow, that there is scale of needs and a person cannot desire anything if the basic needs haven't been met. The consumer orientation of a company which focus its energy to gain a customer and satisfying the needs that this may have and therefore the success of the company retaining that customer. 33

The consumer behaviour was also analysed in the chapter to know how customers make their purchase decisions. With that information the marketing can focus their efforts in the right target market to take advantage of the resources effectively and efficiently and reach those potential customers with an accurate marketing mix process. The second part of the chapter refers to an overview of the tourism industry; definitions were suggested from different authors to reach a whole idea of the industry. The components of tourism packages and make these activities possible. The main classification of the tourism activities brought new definitions about the most common types of tourism and finalising with the sustainable tourism that is a mix of tourism activities protecting the resources within the attraction and helps to preserve the culture of the inhabitants, sharing the profits in a fair way among the actors in the sustainable tourism activity.

34

Chapter Three
3. Research methodology

3.1 Introduction

The purpose of this chapter is to explain the methodology adopted by the researcher in the data collection process for the fulfilment of the aims and objectives of the investigation, target marketing for sustainable products. Creswell (1998) states that, Methodology includes the following theories, concepts or ideas collection; comparative study of different approaches and critique of the individual methods.

According to Kumar (2008), research is an intensive and purposeful search for knowledge and understanding of social and physical phenomena. Research is a scientific activity undertaken to establish something, a fact, a theory, a principle or an application. It is an academic activity. Research in Common Parlance refers to a search for knowledge. Research as a movement, a movement from the known to the unknown. It is a voyage of discovery.

Kothari (2008) said, Research is an academic activity and as such the term should be used in a technical sense. According to Clifford Woody research comprises defining and redefining problems, formulating hypothesis or suggested solutions: collecting, organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. Slensinger and Stephenson in the Encyclopaedia of Social Sciences define research as "the manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in the practice of an art." Research is, thus, an original contribution to the existing stock of knowledge 35

making for its advancement. It is the pursuit of truth with the help of study, observation, comparison and experiment. In short, the search for knowledge through objective and systematic method of finding solution to a problem is research. The systematic approach concerning generalization and the formulation of a theory is also research. As such the term 'research' refers to the systematic method consisting of enunciating the problem, formulating a hypothesis, collecting the facts or data, analysing the facts and reaching certain conclusions either in the form of solutions towards the concerned problem or in certain generalizations for some theoretical formulation.

Research methodology can therefore be defined various ways in which a researcher uses in the data collection process, that are related to the research questions. For this study in particular the researcher has divided the research methodology in four parts; philosophy of the research, approach, strategy of the research and the data collection method. All these four parts of the research methodology have helped the researcher in the process of analysing the target markets for sustainable tourism products. Saunders (2003) compared the research methodology steps with removing layers of onion as shown in the diagram below. Saunders urged "onion" is used to describe a process by which the researcher must consider the constituent parts (or layers of the onion) for the purpose of make choices about which research philosophies, techniques of data collection and analysis procedures to adopt. All this process is like removing the layers of an onion.

36

Figure 12: Research methodology as Onion

Source: Saunders, 2006

3.2 Research philosophy

A philosophical framework guides the way scientific research is conducted and is influenced by people's idea of the reality which changes over time (Collis and Hussey. 2009). Research philosophy relates to the development of knowledge and the nature of that knowledge Saunders (2009). Epistemology, Ontology and Axiology are three ways of thinking about research philosophy and the main research questions and the possibility to work within Positivism and Interpretivism is given, as this practical approach includes various perspectives to support gathering data and interpreting those as said Saunders (2009). The principal reason of using interpretive is due to the nature of the study, which attempts to understand the fundamental meaning, about the target market of the Galapagos Islands with sustainable tourism products. Saunders (2007) said, interpretive is an appropriate method in the case of business and management 37

research. Most of business researches use interpretive because to their complexity and uniqueness. The researcher in this process responds as a whole person and is an instrument, observing, selecting, coordinating and interpreting data. Strauss (1998) urged, the interpretive paradigm gives the researcher ability and willingness to listen to and give voice to participants. The researcher believes that interpretive philosophy is appropriate in interpretive the consumers' perception towards sustainable tourism products.

3.3 Research approach

Piepenburg (2011) cited the research approach is subdivided into two research types of reasoning; the deductive and inductive approach based in the words of Gill and Johnson (2009). Within the deductive approach a theory and hypotheses are developed and a strategy is designed to test the Hypotheses stated Saunders (2009). Figure 13: Process of deduction
1. Theory

1. Hypotheses

1. Data Collection

1. Findings

1. Hypotheses confirmed or rejected

1. Revision of Theory

Source: Bryman and Bell, 2003

38

Bryman and Bell (2003) outline that theory and the hypotheses deduced from it come first and drive the process of gathering data. By analysing the data the hypotheses are either confirmed or rejected and the theory is revised again. Saunders (2009) described that the inductive approach is the contrary, as the first step is the data collection and a theory is developed after the analysis of that data. This approach is referred to as moving from the specific to the general and theory is developed from the observation of empirical reality thus general inferences are induced from particular instances as suggested by Collis and Hussey (2009). Several advantages are present on inductive research methodology as argued Saunders (2006); first the approach can be easily applied because it uses empirical evidence, it helps the researcher to explain the reasons of phenomenon which are taking place during the research process and it permits changes to take place in the research progresses.

3.4 Research strategy

Saunders (2003) defined research strategy as the plan towards answering the research questions. The research strategies used by the researcher for tthis study, constitutes the formulation of the research questions and identifying relevant research methodology for answering those questions. The research questions are focus in target market for the Galapagos Islands by sustainable tourism products. Thus sustainability in the tourism industry within the Galapagos Islands and the target that seeks are the answer. The researcher in the process of data collection used interviews to the management of the Galapagos National Park, Ministry of Tourism, Heritours travel agency, and teachers of tourism in Quito. From those interviews the qualitative data was collected because these are active actors in the tourism industry within the Galapagos Islands. Questionnaires were used to collect quantitative data among tourist in London. Robson (2002) stated the advantage of using questionnaires as the best way which are standard since they uses the same questions to all respondents. 39

3.5 Data collection methods

To answer the research questions proposed, the researcher has selected methods of data collection. According to the Sociology commission (2006) the classification of data collection is subdivided in quantitative and qualitative data, both collected from primary sources, it means that the data collected is specifically to answer the questions of this study and have not been used before. Primary data given to the researcher brought accurate data to answer the research questions even though to obtain this data takes time, while secondary data showed the ideas of previous researchers and is easy to find and collect. The methods used by the researcher to get this data were questionnaires and interviews, while the secondary data came from books, journals and web sites.

3.5.1 Interview Kvale (1983) defines the qualitative research interview as "an interview, whose purpose is to gather descriptions of the life-world of the interviewee with respect to interpretation of the meaning of the described phenomena". The researcher conducted a total of four interviews; the director of the Galapagos National Park gave the researcher half an hour to discuss about the figures that the Park has had this year. The number of visitors subdivided in locals and overseas visitors, high and low season in the park, where the tourist prefer to lodge, the countries of provenance, average age and the profile of the visitors. The second interview with the secretary of the Ministry of Tourism in Ecuador, the main points were about the number of visitors that Ecuador received this year to make a comparison with the data from the Galapagos Park. Also the researcher discussed the presence of countries that not figure in the Galapagos Islands as visitors like Colombia and Cuba. The third interview was to the owner of Heritours travel agency that is involved in the tourism industry in the Galapagos Islands, The interview was about the target 40

market of the Galapagos, finding the profile of the customers and their preferences, provenance and attitudes towards visiting the archipelago of Galapagos.

The last interview was with a MSc. in Tourism that teaches in an important university in Ecuador specialized in tourism, the main information obtained from this interview was about the sustainability in places like the Galapagos Islands. Possible weaknesses and his point of view of possible solutions to reach international markets.

3.5.2 Questionnaires Saunders (2003) suggested that usually it is better to link questionnaires with other methods. Two types of questions were used by the researcher to conduct the survey, closed-ended questions, which obligated the surveyed to choose one of the answers proposed and open-ended questions, which give the chance to answer whatever the surveyed think is correct, without having to choose an option. A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always the case. Sir Francis Galton invented the questionnaire.

Questionnaires have advantages over some other types of surveys in that they are cheap, do not require as much effort from the questioner as verbal or telephone surveys, and often have standardized answers that make it simple to compile data. However, such standardized answers may frustrate users. Questionnaires are also sharply limited by the fact that respondents must be able to read the questions and respond to them. Thus, for some demographic groups conducting a survey by questionnaire may not be practical. A total of 100 questionnaires were taken in London to contribute to this study.

41

3.6 Conclusion

Both methods seek to answer the research questions, perhaps the sample was too small in order to reflect a more accurate situation about the target market that the Galapagos Islands seek. However the qualitative data helped the researcher to answer the questions that were not helpful from the questionnaires.

42

Chapter Four
4. Data and analysis

4.1 Introduction

The researcher in this study has used a qualitative method for analysing data obtained from open-ended questions from the questionnaire and interviews. While quantitative method has been used to analyse the closed ended questions the data obtained from the structure questionnaire have been collected, summarized, coded, and analysed using computer software called Statistical Package for Social Sciences (SPSS). The closed questions were analysed by using the SPSS, while the information, which was obtained from the open-ended questions, was well summarised.

4.2 Analysis of the data from content analysis

4.2.1 Tourist arrivals to Ecuador (2009-2011)

Figure 14: Tourist arrivals to Ecuador Month/Year January February March April May June July August September Total 43 2009 86.544 72.742 72.226 72.910 70.277 89.889 102.571 87.221 68.124 722.504 2010 96.109 89.924 82.452 70.540 77.618 91.602 110.545 95.219 71.776 785.785 2011 105.541 86.424 87.486 87.509 82.811 99.944 117.997 98.987 80.083 846.782

120.000 100.000 80.000 60.000 40.000 20.000 0

2009 2010 2011

Source: Ministry of tourism 2011 The statistics done by the ministry of tourism pointed that in 2009 Ecuador received a subtotal of 722.504 visitors from January to September while in 2010 during the same months the number had raised to 785.785. For 2011 the number rose again, this time to 846.782 visitors. In all three years July is the busiest month while September is the slowest.

4.2.2 Tourist arrivals to Galapagos (2009-2011)

Figure 15: Tourists arrivals to Galapagos Year 2009 2010 2011 Overseas 106,646 111,723 89,527 Locals 55,964 61,574 50,461 Total 162,610 173,297 139,988

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180 160 140 120 100 80 60 40 20 0 2009 2010 Overseas Locals Total

2011

Source: Galapagospark 2011 According to the Galapagos National Park the archipelago in 2009 received a total of 162,610 visitors, from those 55,964 where citizens of Ecuador and the rest a total of 106,646 were overseas visitors while in 2010 with a total of 173,297 visitors from those have visited the archipelago a total of 61,574 locals and 111,723 overseas visitors. From January 2011 to September of the same year a total of 139,988 tourists have visited the islands and the prediction until the end of the year goes over 184,000 tourists which means that the tourism in the archipelago is growing every year in approximately 10,000 tourists, from overseas a total of 89.527 in those months while the number of tourists that have visited Ecuador in the same period was 846.782, it means that a little over 9% of the tourists that came in 2011 have visited the archipelago and the remaining 50.461 were locals.

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4.2.3 Tourists arrivals by months

Figure 16: Tourists arrivals to Galapagos by months Moths January February March April May June July August September Total Overseas 9,833 8,800 10,799 10,182 10,310 9,765 12,248 11,174 6,416 89,527 Locals 4,274 4,879 4,538 5,947 6,474 $ 5,960 7,542 6,914 3,933 50,461 Total 14,107 13,679 15,337 16,129 16,784 15,725 19,790 18,088 10,349 139,988

20 15 10 Overseas 5 0 Overseas Locals Total

Source: Galapagospark 2011 The researcher have found that the number of visitors changes every month according to the Galapagospark archives, being the most visited the month of July with a total of 19,790 tourists (12,248 overseas visitors and 7,542 locals), while the 46

slowest month of the year was September with only 10,349 visitors (6,416 overseas visitors and 3,933 locals). From October to December the sales picked up again like in previous years. With these data the researcher determined that the month of September is the slowest of the year in the Galapagos.

4.2.4 Ecuador's Main emitting countries

Figure 17: Ecuador's Main emitting countries 2011 Main emitting countries United States Colombia Per Spain Argentina Chile Venezuela Germany Canada Cuba 2011 200.390 213.473 122.743 50.138 30.377 28.810 28.703 22.156 20.295 20.099

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20.295 28.810 28.703 30.377 50.138 122.743 213.473 22.156 20.099 200.390 United States Colombia Per Spain Argentina Chile Venezuela Germany Canada Cuba

Source: Ministry of tourism 2011 The main emitting countries of visitors to Ecuador are our neighbours headed by Colombia that represents the 20% of the visitors that Ecuador have year round, but the main motivation of the Colombians is to visit their families or migrate to Ecuador and they are not in the group that have visited Galapagos. Followed by the Americans with a number of 200.390 and 36.489 have visited the archipelago, what made them the biggest number of overseas visitors. In the chart also figure people from Peru that are in the same situation as the Colombians and Cubans that came to Ecuador to make it their new home. From South America Argentina is the only country that has an important number of visitors and Canada is almost at the end of the chart with 20.295 and from those 5.618 had enjoyed a tour to the Galapagos. Although the number of Canadians that have visited Ecuador is at the end of the statistics, the 25% of them have performed a trip to the archipelago.

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4.2.5 Tourists arrivals by origin

Figure 18: Tourists arrivals to Galapagos by origin Countries Ecuador USA UK Germany Canada Australia France Argentina Italy Switzerland Other Total # visitors 50.461 36.489 6.841 5.872 5.618 3.772 2.714 2.420 2.283 2.022 21.496 139.988
Ecuador 21496 50461 USA UK Germany Canada Australia 5872 6841 36489 France Argentina Italy Switzerland

2283 2420 2714 3772 5618

2022

Source: Galapagospark 2011 The Galapagospark have registered the number of visitors by country, being Ecuador the main buyer of the Galapagos with 50.461 visitors from January to September in 2011 and representing almost the half of the visitors to the 49

archipelago because of the easy accessibility that represents to go from the continental Ecuador to the Galapagos Islands.. The United States of America was second in the list with 36.489 visitors in the same time, being the most important market overseas. and followed by minor groups from Europe where the United Kingdom was the most important market with 6.841 tourists during these months. Countries from the European Union such as Germany, France, Italy also figure as important buyers of the Galapagos, the distance is the main factor that implies the few number of Europeans that visit the archipelago besides that the law in the Islands don't allow anybody to stay longer than three months, being the most popular tours from 4 nights to a maximum of 14 nights.

4.2.6 Types of accommodation used

Figure 19: Types of accommodations used in Galapagos Lodging Hotel On board Family Residence Other Total Visitors 68181 58133 10346 2563 645 139868

50

68181

139868

58133
10346 2563 645

Hotel

On board

Family

Residence

Other

Total

Source: Galapagospark 2011

The tendency found by the researcher in this figure, pinpoints that the hotels are the main lodging with 68181 guests in the archipelago but is closely followed by the lodging provided by the cruises with 58133 tourists and finalizing with people that stay with their families or in residences.

4.3 Analysis of the data from questionnaires

The researcher has used questionnaires as quantitative data, mainly focus in the profile of the visitors that consider the Galapagos as a possible destination to enjoy their future holidays. 1.- Gender? Male Female

51

Figure 20: Gender: source questionnaires Male Female 60 40

Male Female

Source: Questionnaire The questionnaires were answered in 60% by males while the 40% remaining were answered by females. 2.- Age Group? 25 - 35 66 or older 36 - 45 46 - 55 56 - 65

Figure 21: Age Group: source questionnaires Age Group 25 - 35 36 - 45 46 - 55 56 - 65 65 or older 52 # 10% 50% 30% 10% 0%

0% 10% 10%

30% 50%

25 - 35

36 - 45

46 - 55

56 - 65

65 or older

Source: Questionnaire The questionnaires that were taken by the research have showed that the main group interviewed was mainly composed by people among the ages 36 to 45 that represent the 50% of the chart while the second group was among ages 45 to 55 with a 30%. The remaining 20% was divided in two groups between ages of 25 to 35 and 56 to 65 respectively. The questionnaires were not answered by any person from 65 or older. On the contrary, Heritours which is a small tourism agency in Ecuador have said that the profile of the people that likely visit the archipelago are retired people, that are enjoying their free time travelling and exploring the world with the money of their pensions. This has been the tendency in the last 50 years but is slowly changing because now people start to travel at young ages for a lot of different reasons and is usual to see a young couple that is taking a gap year traveling around several countries. For instance there are several young people that came to Ecuador to spend a long period of time because of the weather in their countries and how long their money can last in a country like Ecuador which is a lot cheaper than countries of the first world.

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3.- Nationality? source questionnaires UK LA EU Asia US/Canada Africa AU/NZ Other ___________

Figure 22: Origin: source questionnaires Country UK EU US/Canada AU/NZ LA Asia Africa
0% 5% 0% 5%

# 45% 25% 20% 5% 0% 5% 0%

20%

45%

25% UK EU US/Canada AU/NZ LA Asia Africa

Source: Questionnaire The information that was collected through the Galapagos National Park management about the origin of the visitors located the people from Ecuador as the main group that do tourist activities in the archipelago followed by Americans and in third place British. The questionnaires were taken in London and that is why they don't match the information from the authorities of the Park placing the British 54

as the main group with 45% followed by people from the EU with 25% and in third place Americans with 20%. The data from both sources match saying that there are no visitors neither from Asia or Africa or were not enough to figure in the statistics.

4.- Annual Income UK Pounds? Up to 10000 31000 to 40000 11000 to 20000 41 or more 21000 to 30000

From the questionnaires, the data that was collected suggests that the people that makes over 20.000 UK Pounds a year are more likely to travel but 20.000 is not a representative amount which drift in the conclusion that their travels are perhaps within the European perimeter. To make a long haul trip is necessary a good amount of money depending on the destiny and that is the reason why not all the people have the chance to do these kinds of travels. If a comparison is made between how old a person is and how much money they can make in a year is likely to see that an older person gets more money for all the experience they have to offer. More money means more opportunities for everything and one of the wishes of the human beings is to explore everything. With this money is easier to decide where and when they have choose to travel, that is why the target market of the travel agencies that offered Galapagos as a great opportunity to get in contact with the nature, used databases of people that make over 40.000 UK Pounds per year.

5.- Which you consider the main motivation when you travel? Business Visit family and friends 55 Leisure Other Studies

Figure 23: Motivation: source questionnaires Motivation Business Leisure Studies Family Other
45% 40% 35% 30% 25% 20% 15%

# 30% 40% 10% 10% 10%

10%
5%

0%
Business Leisure Studies Family Other

Source: Questionnaire Leisure is the main motivation for travellers around the globe and it was not an exception, located with 40% in the final results followed by business motivations with a 30% and sharing positions in the third place by studies, visits to family and other motivations, all of them with 10% each.

6.- Open Question. How interested are you in green issues?

The surveyed have answered positively, stating that green issues are a problem of the whole humanity and therefore every human being are affected by them. The surveyed have added in their majority that they are interested in helping the world 56

to solve the main issues that may affect the environment from their own positions, recycling, reusing or choosing friendly environment products to not increase the problems. The researcher has found that the people that answered the survey were pro green products including tourism products.

7.- Open Question. What do you do about green issues?

As an open question the answers were different from one to another but all of them with something in common. The researcher has found through all these answers that the surveyed use green products such as alternative energy like solar energy, or transportation that will not affect the environment such as bicycles, a person surveyed had an eco-friendly car that not affects the ecosystem. Recycling products was the most common answer through the people surveyed as well as reusing products such as plastic bottles. Remanufacturing furniture was cited a couple of times and also reforest was cited. Some alternatives like regifting which is give presents that have been used and repurposing some elements in something that maybe are not meant to be.

8.- Open Question. Are you inclined to do green tourism?

Mostly have answered that green destinations are really common and very attractive nowadays and cited a couple of green tourism products such as ecological tourism, agritourism, extreme sports in nature and many others. Should be emphasized that the surveyed have said that they all have done ecological tourism at least once in their lives and they plan to do it again.

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9.- If yes. Would you be interested in visiting the Galapagos Islands? Yes Figure 24: Galapagos Interest Yes No
Yes 10%

No

# 90% 10%
No

90%

Source: Questionnaire The researcher found among the people surveyed a big interest about the Galapagos and some of them have been there already, reaching a 90% of positive answers about the idea of going to the Galapagos Islands for their holidays while only a 10% were not interested or didn't know about the existence archipelago therefore the archipelago is well known as an important tourist attraction worldwide for Ecuador and South America.

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4.4 Analysis of the Data from Interviews

To tackle this part of the chapter the researcher has done an interview to Msc. Jonathan Cruz, manager in charge of one of the most important travel agencies in Quito - Ecuador that sells Galapagos as its main product. Msc. Jonathan Cruz is also a teacher and director in the UTE (Universidad Tecnolgica Equinoccial) which is the best University in tourism and hospitality management in Ecuador. The research questions cited in chapter one were used to have this interview to Msc. Jonathan Cruz who has studied his whole life, either in Ecuador or in Belgium. 4.4.1 Target Market

A target market is a group of consumers that the company has decided to aim its marketing efforts and ultimately its merchandise. As a tourism agency is important focus all the marketing efforts to gain new customers for the products that the agency develops and also to retain these consumers for the future but is necessary to identify the group that it is trying to capture. A well-defined target market must be the first element that appears in a marketing strategy. The marketing mix variables (product, place, promotion and price) determine the success of a product in the marketplace or not. Once the target has been defined, a marketing strategy, using the marketing mix can be built by the company to satisfy the target market. Target market refers to a group of people that have things in common and because of those coincidences are grouped to be the niche that the agency wants to reach with its products. There are several ways to segment a target, but the most commons are by location or in other words geographic segmentation given by the addresses of the consumers. The Galapagos Islands are a well-known destiny by the tourists; the geographic segmentation concerning the Galapagos refers to Americans in its majority followed by Europeans either from the UK or the EU and also Australians. The 59

archipelago is well positioned in the tourism market in Ecuador that is why there are no major investments in trying to capture local tourism and all the efforts are focus on capturing more tourism from other countries. Demographic or socio-economic segmentation that analyse gender, age, income, occupation, education and many other details that grouped the people in different targets that are trying to be reached by the marketing department of every company. In the specific case of the Galapagos the target market is composed by people with a good income because the archipelago is not cheap and from that premise, variables like superior education and people that is actively working can afford to have holidays at the Galapagos. There is an important market segmentation that is called psychographic segmentation that analyse similar attitudes, values and lifestyles, for instance a group that is pro the conservation of the planet and that is why they try to not affect the ecosystems, buying friendly eco-products or doing activities with the minimum impact to the nature with the desire of preserving the resources that the planet have in a smart way to not compromise those resources in a future. In case of the Galapagos that is the target that want to be reached by the marketers. A market segment that is compromised to not affect the multiple resources that the archipelago possesses and at the same time helps the local people with economic activities that leave good revenue per year to the people of the Islands. Behavioural segmentation that refers to special occasions or the degree of loyalty that a consumer have to his/her main supplier or to a destination. Product related segmentation or relationship to a product is another type of market segmentation. The psychology of target marketing.- The main concept in target marketing is that those who are targeted show a strong affinity or brand loyalty to that particular brand. Target marketing allows the marketer team to customize their message to the targeted group of customers in a more focused manner. The researcher has found that racial similarity, role congruence, shared knowledge and ethnic salience all promote positive effects on the target market. Target marketing strategies are 60

constructed from customers inferences or similarities between some aspects of the advertisement. In other words sales a lifestyle that the consumers might desire and is represented in the publicity. Thus showing an ad about the Galapagos that more than showing the entire ecosystem and the unique species of animals presents a person having the time of his life and that makes it desirable. 4.4.2 Importance of sustainable tourism in the global industry

First of all the researcher has cited a quick definition of what is sustainable tourism. Is the kind of tourism that attempts to make a low impact on the environment and local cultures, while generating employment for these local people. The objective of sustainable tourism is to ensure that development brings a positive experience for local people, tourism companies and the tourist themselves. By the way the ecotourism is not the same but shares some affinities with respect to the ecological feature. The interviewed as part of this cycle that get benefits from sustainable tourism in the Galapagos had mentioned that is vital for the archipelago to propose sustainable tourism as it has done, otherwise the archipelago could be facing several issues as the one that had happened in 2007 with the illegal fishing that was affecting the sea life and bringing revenue to a few.

4.4.3 Behaviour of the Galapagos' consumers

Sustainable tourism is one of the largest and fastest growing industries; this continuous growth will place great stress on remaining biologically diverse habitats and indigenous cultures, which are often used to support mass tourism. The Galapagos tourists promoted sustainable tourism, they are sensitive to this danger and seek to protect tourist destinations as well as protect the tourism industry. Should be emphasised that sustainable tourists can reduce the impact in many ways, like learning about the cultures or species, and how to behave or respect for these local cultures, being tolerant, support the local cultures by favouring business which conserve cultural heritage and traditional values, purchasing local goods and 61

participating with small local businesses. In the specific case of the Galapagos Islands the tourists from the very beginning of the tourism in the archipelago have been aware of the fragile environment and therefore very educated about what to do.

4.4.4 Target marketing for sustainable tourism products in Galapagos

According to the interviewed, the Galapagos Islands are a group of sustainable tourism products itself; there are a couple of eco-tourism products that don't belong to sustainable tourism that the archipelago offers. Thus the interviewed suggests that the archipelago of Galapagos need to be targeted as a sustainable tourism product, focused on keeping the fragile environment as pure as is possible but employing local people and supporting the local cultures to keep their essence and traditions and with the help of sustainable tourists could be possible. The marketing team efforts should be focused to educate the tourists that visit the Galapagos before they get there. Is a duty of the agencies that offer Galapagos as a choice to inform the potential customers about the product and how can they help the communities and enjoy the nature that is so special in the archipelago.

4.5 Conclusions of the Chapter

To conclude this chapter the researcher has done a small summary about the data collected and analysed, beginning from the data from the management of Galapagospark which are dated until September 2011 giving the reader fresh information of the same year. Through this data the researcher has seen how the volume of visits grow each year since 2009 and from where the main group of visitors arrives, being Ecuador the first group but because of several reasons like the easy access to the archipelago besides the benefits in comparison with overseas visitors. There are fees that any person that want to visit the Galapagos 62

has to pay but is cheaper for Ecuadorians. Leading the overseas visitors are the Americans and therefore the most important target market for the Galapagos and for the continental Ecuador. Only 16% of the visitors that had have Ecuador in 2011 have visited the archipelago but the countries that are close to the Ecuadorian borders figured in the charts of arrivals to Ecuador but not to the Islands and remain in the country sometimes for very long periods either visiting family or moving to Ecuador. The high and low season was identified being July the busiest month and September the lowest, and where the visitors usually lodge while they visit the Islands with a major number of people staying in hotels but followed by on board. With respect to the literature review the target market that Ecuador offers different types of tourism nationwide from cultural tourism in cities like Quito going to sunny beaches and wildlife in the amazon region, offering different products for different targets but the Galapagos is targeted for a small group that are happy to pay a tour to a paradise that is unique and for that reason is expensive which means that are people that have a good income therefore over 45 years old. There is no much publicity about the archipelago, being word of mouth the way that the islands get their customers is essential to take good care of the guests that have decided to spend some time there. The data from questionnaires helped to see the inclination that people have to approach green issues and how interested people are dealing with the issues. The suggestions were about renewable energy, recycling, reusing, regifting and many other ways to contribute with the environment. The data collected through the questionnaires plus the info that was handed by Heritours about the profile of the final consumer or potential consumer of the Galapagos Islands corroborates that the main people that visit the archipelago might be over 45 years old and some of them retired already wanting to explore the world with the money that they have saved. The income of the people that are used to travel a lot is over 40.000 UK Pounds per year. And there is a very small segment of young people that is more

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likely that start to travel taking advantage of their free time and because nowadays the most of the people start to travel at younger ages. Jonathan Cruz who was interviewed as part of the businesses that are part of the beneficiaries of the Galapagos Islands said that the Galapagos is a fragile environment that must be considered at all times as a sustainable tourism product of first class. The marketing teams should emphasize targeting the Galapagos Islands as a sustainable product, educating the visitors before they arrive to the archipelago to minimize the possible impacts in the environment and in the local cultures. Thus the Galapagos Islands are a sustainable product and the target market is sustainable tourists that seek to not affect the nature of this magical place.

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Chapter Five
5. Conclusion, limitations and recommendations
5.1 Introduction

This final chapter of the dissertation shows whether the aim and objectives of the researcher have been attained or not. It also evaluates the data collected in other chapters. Furthermore it gives the general implication, comments,

recommendations and the limitation of the study.

5.2 Conclusion

The conclusions based on the secondary data in the chapter two, the literature review and the research findings made through the research methods and the field work to finally check and compare the literature concepts with the actual findings of the Galapagos Islands.

5.2.1 Primary and secondary data

Now that has been studied the actual situation of the Galapagos Islands, and comparing the findings with the literature review, is appropriate to highlight that the archipelago's target market is what the marketing team of the Galapagos seeks. The Galapagos Islands marketing strategies are focused on capturing what was called earlier as a sustainable tourist. The sustainable tourism is not just about protecting the environment; it is also concerned with long-term economic viability and social justice. By "sustainable" the researcher meant, development which meet the needs that the people may have today but not compromising the ability of people in the future to meet their needs too as suggested by Swarbrooke (1999). By sustainable tourists the researcher meant, the people that performed any kind 65

of sustainable tourism. In case of the Galapagos Islands the sustainability is very important because the ecosystem is unique and fragile, thus the visitors can enjoy of the nature that surrounds the magic islands but at the same time the locals can get revenues that will help the people to meet their needs now and not compromise the future of the resources nor the people that will live there in a future. From the literature the researcher has linked the information collected to the Galapagos Islands, concluding, from the marketing overview; there are needs that the customers have and therefore they want to meet their needs and there is when the marketing team showed to an image about the Galapagos Islands, to made the customer demand this product, therefore the customer can satisfied it needs and the company with good strategies can retain the customer reaching the success of the company or tourist destination. The data collected in chapter two also pinpointed the consumer behaviour, it means what are the elements that make the customer chose a product from other, Analysing this consumer behaviour, the company can reach the target market that is seek, working focused on that target instead of misusing the resources in wrong targets. With the right information the promotion of the Galapagos Islands can reach the target market more effectively and efficiently. With the marketing mix; price, product, place and promotion the researcher have noticed that the Galapagos Islands are priced for a customer with a good income that seeks a good product which is in this case sustainable, maintaining the resources and leaving profits to the locals to meet their goals. The place to get this product is mostly through travel agencies either in Ecuador or overseas. The promotion of the archipelago is minimum, being an important tool of promotion the well-known, word of mouth and that is why the service and the experience that a visitor gets is always good. The promotion of Ecuador itself as a tourist destination is very weak worldwide. In the second part of chapter two the researcher has defined the main concepts of tourism and subdivided the tourism industry. The Galapagos Islands has figured in 66

more than one classification, for example: Sport tourism could be practiced in the archipelago because there are big waves for surfers, moreover ecotourism, the Galapagos possess great trekking trails and obviously the sustainable tourism that benefits the locals and gives customer satisfaction in an environment where the visitors can enjoy the landscapes, unique wildlife, and warm hospitality from the local people. Based on the data collected from the management of the Galapagos National Park the researcher has found that the people from the continental Ecuador leads the list of visitors to the archipelago for proximity reasons besides pricing and easy access to a tour like this. However the major group of overseas visitors are conformed by Americans, over 200.000 to Ecuador and over 36.000 have visited the archipelago from January to September of 2011. It means that the main target overseas is the United States of America which has been growing year after year and is essential to keep them because is not hard to get to the archipe lago from their homes. Flying from Miami to Ecuador takes 4 hours plus 1 hour to Galapagos which is nothing in comparison to the distances that Americans have in their country. From the primary data the researcher has pinpointed that the people that are more inclined to go to the Galapagos Islands are aged over 45 and in a lot of cases are retired and can go and enjoy their pensions in the archipelago. From the data collected in the Ministry of Tourism was surprising to see that the main groups that entered to Ecuador from January to September 2011 were from Colombia, Peru and in minor number from countries like Cuba or Venezuela. The figure in the statistics showed that is a very important number of people but none of these countries are in the list of people that have entered in the Galapagos Islands during the same period. From those numbers the researcher has found that the main objective of people from these countries is either visiting their families or moving to the country to make it their new home. From the open-ended questions important data were collected about the tendency that people is taking. With all the green issues that the planet already have, was exciting for the researcher to see that people were doing things to help the 67

environment; things such as recycling of glass, plastic and paper besides reusing of appliances that are useless in their objective but perhaps very useful in other things. Bicycles are good for the environment and also considered as a good choice to keep a good shape. Alternative energies are also a good way to help the planet with the environmental problems; solar energy or wind energy are very common. What does this mean? Answering the research questions about if Galapagos is a sustainable tourism destination and if it need to be targeted as one, the researcher concludes that yes it is, because the communities that live in the archipelago get profits by working around the tourism industry that is rapidly growing and at the same time is manage is such a way to conserve the resources, landscapes and traditions that the place have to offer to the visitors, always with positive attitude towards to meet their own needs and the needs or demands of the tourists. Furthermore the target market of the Galapagos Islands seeks educated guests that respect the environment and the culture of the locals and that is why the archipelago needs to be targeted as a sustainable destination all the time. Supported on the charts of visitors that the Galapagos Islands have every year plus the corroboration of the questionnaires is fair to conclude saying that the sustainable tourism is growing every single day ant in the specific case of the Galapagos Islands is a destination that is desired enough to keep growing too. A 90% of the surveyed said that they were interested in visiting the Galapagos Islands which does not mean that they will go but the tendency suggest that is a strong option. For further investigation could be useful monitoring the promotion of the Galapagos National Park and the acceptance that it may have, to find weaknesses in the any of the 4Ps to focus the management in new strategies to oversome those weaknesses.

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5.2.2 Limitations

This table shows some of the strengths and weakness of the study and how the researcher overcame them.
Most of the people surveyed have higher The survey is not representative of U.K society education so this is useful as this is the group of potential customers that sustainable tourism destinations seek. Use qualitatively to give a rough idea of Survey group small so results not scientific and cannot extrapolate from these results what is happening, from qualitative data is possible to get a more proper notion of what is going on in the Galapagos Islands. Some of the people surveyed are not Surveyed are not likely to be honest giving answers in surveys likely prepare to answer a survey and they answer what they think first, instead of analysing and answering in a more proper way. Time constrains Researches need enough time to collect data, data analysis a but the time given was too limited as the researcher was not able to cover all sections and units of the selected area of the study as required. The data collection period was difficult for the researcher since the initial cohort didnt have time to fill the questionnaires, while others refused to give their data and some gave very poor answers. To overcome the problem the researcher had to increase the number of questionnaires and new cohort found.

The internet supported the researcher due to its availability and the wealth of literature to be found on line. Respondents were able to email questionnaires.

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5.3 Recommendations

The final part of the dissertation is to recommend how to improve some weaknesses that were found during this study, monitoring the changes to solve those weaknesses and suggestions for further investigations. The researcher pinpointed that the main market overseas for the Galapagos Islands is the United States of America but followed in a very weak percentage Canada which is an important emitting country worldwide and for some reason is not coming to Ecuador massively. Thus the recommendation is to strengthen the relation with Canada in order to obtain a better number of visitors from that country. Several strategies might be used to meet this aim, marketing strategies to promote the Galapagos as an important destination that offers what is missing in Canada, good weather plus perfect sunny beaches either in continental Ecuador or in Galapagos. Partners to work with in the promotion of the archipelago. The same thing happened with the data of visitors from Europe, some new alliances with tour agencies to increase the number of visitors to South America and to the Galapagos specifically. The sustainable tourism in Galapagos leave good profits to all the people that works directly or indirectly in the tourism industry and they are also trained to give quality service but there are no too many options of investments in the archipelago which means that even when the people have disposable money there are no projects where invest their money. Creation of projects funded by the communities to not only be and employee and become a business community supported by them and regularized by the local government. For further investigations, the researcher suggest to analyse the strategies that the Galapagos National Park relating to target marketing and what they are doing to gain new customers, retain existing customers. The Asian economy is growing by leaps and bounds, so a study about the situation of the image that reflects the 70

Galapagos in those markets might help the marketing team to enter the Asian markets what could bring good revenues to the archipelago. Increase worldwide coverage and get new allies.

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