ABSTRACT
The objective of this empirical study is to determine: (a) the underlying variables of the travel motivations related to a coastal city;and (b) the motivational dimensions that predict return, recommendation, and saying positive things about a coastal city as loyalty variables. This project utilized an in situ investigation carried out in Lima, a coastal city located on the Pacific Ocean near Peru with important natural and cultural attractions. The researchers used 381 questionnaires that were analyzed through factor analysis, in addition to the stepwise multiple regression method. Reesults identified six underlying variables or motivational factors: “culture and nature”, “authentic coastal experience”, “novelty and social interaction”, “learning”, “sun and beach”, and “nightlife”. Regarding loyalty, the “novelty and social interaction” dimension is the most important predictor of return and the “authentic coastal experience” dimension is the most important predictor of recommending and saying positive things about a coastal city. To motivate a return, events could be created on the beach to motivate novelty, as well as increase recommendations and the amount of positive things said about the destination;educational and sports activities and workshops could also be created with the community and the coastal environment. Results can be used by firms for preparing information for new customers in order to increase trip intention and improve guides for destination marketing organizations (DMOs).