Tourist profile and perception of satisfaction with tourist services in Latacunga canton – Ecuador
The objective of this study is to analyze the tourist profile and their perception of satisfaction with tourism services in the Latacunga canton. Hypothesis: The tourist profile has a significant impact on satisfaction with tourism services consumed in the Latacunga canton. Methodology: A quantitative, correlational, and field-based approach was adopted. Data collection was carried out through structured surveys administered to tourists using simple random sampling. Based on the observed variables, Principal Component Analysis (PCA) was used to construct synthetic indices of tourist profile and satisfaction. The hypothesis was tested using Pearson's correlation coefficient and a linear regression model estimated with the statistical package STATA 16.1. Results: The econometric results show a statistically significant inverse relationship between tourist profile and satisfaction with tourism services in the Latacunga canton. The Pearson correlation coefficient (r = –0.318) indicates that as the visitor profile becomes more specialized, experienced, or demanding, perceived satisfaction tends to decrease systematically. This relationship is confirmed by the linear regression model, in which the tourist profile shows a negative and highly significant coefficient (β = –0.53; p < 0.01). From an economic perspective, this result reflects a mismatch between the characteristics of tourism demand and the structure of local supply, such that tourists with more sophisticated profiles evaluate the quality of the services consumed more critically. In quantitative terms, a one-unit increase in the tourist profile index is associated with an average reduction of 0.53 units in satisfaction. The coefficient of determination (R² = 0.1016) suggests that tourist profiles explain a limited, but significant, proportion of the variability in satisfaction, highlighting the multidimensional nature of this phenomenon and the influence of additional factors not included in the model. Overall, the results provide novel evidence for emerging tourist destinations, demonstrating that attracting more demanding tourist profiles does not guarantee higher levels of satisfaction if the offerings do not meet demand expectations. It is important that future research determine the other factors that contribute to the remaining 89.84% of tourist satisfaction.
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