Unravelling the eco-motivated journey: The role of gender and motivation in shaping loyalty in mangrove ecotourism

Abstract

Mangrove ecosystems represent vital ecotourism destinations that integrate conservation, cultural heritage, and wellness. This study examines how push and pull motivations as independent variables influence tourist satisfaction and loyalty as dependent variables, with gender acting as a moderating variable. A survey of 403 domestic ecotourists across major Indonesian mangrove destinations confirms that both push (e.g., relaxation, wellness seeking) and pull factors (e.g., biodiversity, environmental appeal) significantly influence tourist experiences, with pull factors demonstrating stronger effects. Experience quality positively affects wellness and satisfaction, while satisfaction strongly predicts loyalty. Multi-group analysis reveals significant gender-based differences in how motivations affect experience and satisfaction, supporting social role theory. This study aims to clarify these relationships and contribute to the ecotourism literature by highlighting how motivational factors, experience quality, and demographic characteristics shape conservation-driven loyalty. Practical implications suggest that managers should prioritize environmental quality, educational interpretation, and tailored offerings to engage diverse tourist segments and foster sustainable behaviors.