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Beach tourists; what factors satisfy them and drive them to return

Dodds, Rachel, Holmes, Mark Robert
Ocean & coastal management 2019 v.168 pp. 158-166
beaches, coastal zone management, demographic statistics, models, prediction, regression analysis, surveys, tourism, tourists, variance, Ontario
Of all the forms of tourism, visiting a beach is one of the most popular. The objective of this study was to determine whether satisfaction levels of beach visitors could be predicted using a hierarchical linear regression. This research drew on 1451 complete surveys conducted at rural and urban beaches across Ontario, Canada. Using a hierarchical multivariate regression, a model for predicting overall beachgoer satisfaction was developed. The model is able to predict 24.2% of variance in overall beachgoer satisfaction levels. While visitor demographics and beach demographics account for 2.8% of the explanatory power, the greatest explanation of variance comes from the perceptual measures (21.4%) – satisfaction with facilities and beach. Utilizing these findings, destination management operations will be able to better manage their visitors’ overall satisfaction levels, negative impacts such as overtourism, and increase their likelihood to revisit.