Motivation, Satisfaction and Recommendation Behaviour Model in a Touristic Coastal Destination—Pre and During the COVID-19 Pandemic Compared

Abstract

The growth of tourism in coastal destinations has attracted academic attention due to the link between tourists’ motivations and their likelihood of recommending the destination. This study explores changes in tourist motivations, satisfaction, and recommendation behaviours in a coastal destination during the summers of 2019 (pre-COVID-19) and 2020 (during the pandemic). Employing quantitative analysis with Confirmatory Factor Analysis and Structural Equation Modelling, data from 394 pre-pandemic and 468 pandemic-period visitors were analysed. The findings reveal a shift in the tourist profile during the pandemic, with a predominance of younger visitors from nearby regions. Despite heightened uncertainty, satisfaction and the intention to recommend remained relatively high, albeit lower than pre-pandemic levels. The study underscores the importance of adapting marketing and management strategies to evolving tourist preferences, emphasising safety and sustainability in response to global crises. These results highlight the need for resilient policies to ensure positive visitor experiences and long-term growth in coastal tourism, contributing to the broader understanding of how external disruptions impact destination dynamics and tourist behaviour.