Consumer Behavior
of sustainable tourism accredited businesses
in Guatemala and Costa Rica
By
Pablo Alarcón
IDIES - URL
Tourism is one of the main
economic activities in
Central America.
Tourism is the main activity
generating foreign
currency incomes in
Costa Rica.
Tourism is the second activity
generating foreign
currency incomes in
Guatemala.
Sustainable
Tourism is the main segment
of interest for
Rainforest Alliance.
478 interviews in 22 enterprises
accredited by Rainforest Alliance.
2 countries
(Guatemala and Costa Rica).
The sample was collected in
April and May, 2011.
175 inverviews in Costa Rica, and
303 interviews in Guatemala.
4.4% margin of error. *
95% of confidence level. *
*These margins apply for the whole sample
(both countries). They don’t apply for the
samples of the individual countries.
Universe: 3.7 million of tourists for both countries.
63% travels in groups of 2 - 4
people.
86% has 25 years old
or more.
8 of10 consumers have superior
education and travel by
pleasure - leasure.
There were no prevalence of
one gender over another.
78% were not in other countries
nor before nor after their visit.
57% of the consumers are
married.
4 of10 consumers are
in-country travelers.
5%
18%
27%
31%
38%
50%
63%
76%
Other
Accurate information
Near or accesible
Good location
Good price
Cultural atractiveness
Security
Natural atractiveness
Basis: 478 records. Source IDIES, 2011
Enjoyment,
tranquility and
amusement are the main
benefits
obtained
by the visit.
3%
24%
40%
45%
51%
68%
69%
Other
Confidence
Security/Safety
Comfort
Amusement
Tranquility
Enjoyment
Basis: 478 records. Source: IDIES, 2011
48%
34%
29%
29%
23%
22%
22%
15%
13%
13%
11%
9%
9%
8%
8%
7%
5%
4%
A beatiful world
Pleasure
Happiness
A peaceful world
A comfortable and prosperous life
An exciting life
Freedom
Inner harmony
Wisdom
Family security
A sense of accomplishment
Mature love
True friendship
National security
Self-respect (dignity)
Equality
Social recognition
Salvation (eternal life) Basis: 478 records. Source: IDIES, 2011
The atractives take the best part!
Not so much about the infrastructure...
The positive aspects in
Guatemala,
were lodging,
the attractions
and food service.
The positive aspects
in Costa Rica,
were the
attractions,
security
and customer
service.
The negative
aspects
in Guatemala,
were insecurity
and infrastructure.
47%
38%
37%
29%
22%
18%
15%
Pollution
Biodiversity and animal protection
Climate change
Social and community issues
Fair trade and labour standards
Other environmental issues
Organic food and agriculture Basis: 478 records. Source IDIES, 2011
47%
38%
37%
29%
22%
18%
15%
Pollution
Biodiversity and animal protection
Climate change
Social and community issues
Fair trade and labour standards
Other environmental issues
Organic food and agriculture Basis: 478 records. Source IDIES, 2011
51% of the consumers says that
sustainability influenced positively in
the purchase decision for holidays.
Source: IDIES, 2011
Source: IDIES, 2011
Source: IDIES, 2011
Source: IDIES, 2011
64%
29%
27%
22%
13%
8%
Internet
Travel guides
Tour operator
Personal advise
TV
Magazines/printing
press Basis: 248 records. Source: IDIES, 2011
…want natural, cultural y safe
destinations.
…benefit from destinations with
enjoyment, tranquility and
amusement.
…value the beautifulness of
surroundings, pleasure,
happiness and peace.
The attractions of both the
countries had positive ratings.
In Guatemala,
lodging and food service had
positive ratings.
In Costa Rica, security and client service had
positive ratings.
…in Guatemala,
the insecurity had a
negative rating.
…in Costa Rica, the high prices had
negative ratings.
…infrastructure had a negative
rating in both countries.
…are acquainted with the
sustainability and are interested in
taking action about it.
…trust in accredited businesses,
but don’t check if the
sustainability commitment
is real.
…don’t buy sustainable vacations,
mainly because they
don’t know them.
…decide their vacations mainly
using Internet.
…decide their vacations in
second place, using travel guides
and tour operators.
Thank you
Alarcón, P. (2011). Comportamiento del consumidor de
turismo sostenible en Guatemala y Costa
Rica. IDIES/URL – Rainforest Alliance.
Guatemala.
1. Slides 1,17, 39(horses): zjinhui, http://www.flickr.com/photos/snortle/2178655034/
2. Slides 2-5 (hummingbird): borman818, http://www.flickr.com/photos/7270284@N02/4299962530/
3. Slides 6 (shadows):Elliot Moore, http://www.flickr.com/photos/24318458@N00/454631492/
4. Slides 7 (ant): donkeycart, http://www.flickr.com/photos/23573246@N03/2944919071/
5. Slides 8-9 (swimmer): cromacom, http://www.flickr.com/photos/97647206@N00/487513176/
6. Slides 10-11 (rug): Rudy A. Girón, http://www.flickr.com/photos/67798782@N00/2348433889/
7. Slides 12,14,16 (volcanoes): guillermogg, http://www.flickr.com/photos/51065161@N00/3171240206/
8. Slides 13, 39 (minivan): drewdomkus, http://www.flickr.com/photos/99295536@N00/5330773851/
9. Slides 15,39 (coffee): augschburger, http://www.flickr.com/photos/12395094@N00/176399181/
10. Slides 18 (ladybug): Gustavo (lu7frb), http://www.flickr.com/photos/67662120@N00/2424839651/
11. Slides 19,40 (tapado): donkeycart, http://www.flickr.com/photos/23573246@N03/2911036764/
12. Slides 20,40 (frog): tam74, http://www.flickr.com/photos/11644123@N00/279356776/
13. Slides 21, 41(boy): donkeycart, http://www.flickr.com/photos/donkeycart/2911036768/in/set-72157607552293596
14. Slides 22,41 (banknote) Lydiat, http://www.flickr.com/photos/49503039685@N01/3335870741/
15. Slides 23-24, 42 (Tikal): donkeycart, http://www.flickr.com/photos/donkeycart/2944921307/in/photostream
16. Slides 25-27 (jumper): janthepea, http://www.flickr.com/photos/49719616@N00/5327459591/
17. Slides 28-31(glass): nickjtaylor, http://www.flickr.com/photos/76687552@N00/374810349/
18. Slides 32 (snorkeling): Recovering Vagabond, http://www.flickr.com/photos/73403242@N00/2384922950/
19. Slides 33-35,42 (volcanoe): rhurtubia, http://www.flickr.com/photos/57737902@N00/1185478913/
20. Slides 36 (laptop): Pink Sherbet Photography, http://www.flickr.com/photos/40645538@N00/1482848501/
21. Slides 37,38 (toy cars): firesika, http://www.flickr.com/photos/firesika/4732374837/in/photostream/
Comportamiento del consumidor de turismo sostenible en Guatemala y Costa Rica por Pablo Alarcón / URL-IDIES
se encuentra bajo una Licencia Creative Commons Atribución-NoComercial-CompartirIgual 3.0 Unported.
Basada en una obra en www.url.edu.gt.