This document analyzes consumer behavior of sustainable tourism in Guatemala and Costa Rica. It conducted 478 interviews across 22 sustainable tourism businesses in both countries. Key findings include: - Consumers valued natural attractions, culture, safety and enjoyed tranquility. Infrastructure was negatively rated in Guatemala. - Over half said sustainability positively influenced purchase decisions but many don't verify claims. - Most learn about destinations online but also use travel guides and operators. Pollution and biodiversity were top sustainability concerns.

1. Consumer
Behavior
of sustainable tourism
accredited businesses
in Guatemala and Costa Rica
By
Pablo Alarcón
IDIES - URL

2. Tourism
is one of the main
economic activities in
Central America.

3. Tourism
is the main activity
generating foreign
currency incomes in
Costa Rica.

4. Tourism
is the second activity
generating foreign
currency incomes in
Guatemala.

5. Sustainable
Tourism
is the main segment
of interest for
Rainforest Alliance.

8. 2 countries
(Guatemala and Costa Rica).
478 interviews in 22 enterprises
accredited by Rainforest Alliance.
175 inverviews in Costa Rica, and
303 interviews in Guatemala.
The sample was collected in
April and May, 2011.

9. Universe: 3.7 million
of tourists for both countries.
95% of confidence level. *
4.4% margin of error. *
*These margins apply for the whole sample
(both countries). They don’t apply for the
samples of the individual countries.

10. 8 of10 consumers have superior
education and travel by
pleasure - leasure.
63% travels in groups of 2 - 4
people.
86% has 25 years old
or more.

11. 4 of10 consumers are
in-country travelers.
78% were not in other countries
nor before nor after their visit.
57% of the consumers are
married.
There were no prevalence of
one gender over another.

13. Natural atractiveness 76%
Security 63%
Cultural atractiveness 50%
Good price 38%
Good location 31%
Near or accesible 27%
Accurate information 18%
Other 5%
Basis: 478 records.
Source IDIES, 2011

15. Enjoyment,
tranquility and
amusement
are the main
benefits
obtained
by the visit.
Enjoyment 69%
Tranquility 68%
Amusement 51%
Comfort 45%
Security/Safety 40%
Confidence 24%
Other 3% Basis: 478 records.
Source: IDIES, 2011

17. 48% A beatiful world
34% Pleasure
29% Happiness
29% A peaceful world
23% A comfortable and prosperous life
22% An exciting life
22% Freedom
15% Inner harmony
13% Wisdom
13% Family security
11% A sense of accomplishment
9% Mature love
9% True friendship
8% National security
8% Self-respect (dignity)
7% Equality
5% Social recognition
Basis: 478 records. Source: IDIES, 2011 4% Salvation (eternal life)

18. The atractives take the best part!
Not so much about the infrastructure...

19. The positive aspects in
Guatemala,
were lodging,
the attractions
and food service.

20. The positive aspects
in Costa Rica,
were the
attractions,
security
and customer
service.

21. The negative
aspects
in Guatemala,
were insecurity
and infrastructure.

26. Pollution 47%
Biodiversity and animal protection 38%
Climate change 37%
Social and community issues 29%
Fair trade and labour standards 22%
Other environmental issues 18%
Organic food and agriculture 15% Basis: 478 records.
Source IDIES, 2011

27. Pollution 47%
Biodiversity and animal protection 38%
Climate change 37%
Social and community issues 29%
Fair trade and labour standards 22%
Other environmental issues 18%
Organic food and agriculture 15% Basis: 478 records.
Source IDIES, 2011

32. 51%
of the consumers says that
sustainability influenced positively in
the purchase decision for holidays.
Source: IDIES, 2011

33. Source: IDIES, 2011

34. Source: IDIES, 2011

35. Source: IDIES, 2011

36. Internet 64%
Travel guides 29%
Tour operator 27%
Personal advise 22%
TV 13%
Magazines/printing
8%
press Basis: 248 records.
Source: IDIES, 2011

39. …want natural, cultural y safe
destinations.
…benefit from destinations with
enjoyment, tranquility and
amusement.
…value the beautifulness of
surroundings, pleasure,
happiness and peace.

40. 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.

41. …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.

42. …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.

43. …decide their vacations mainly
using Internet.
…decide their vacations in
second place, using travel guides
and tour operators.

44. Thank you

45. Alarcón, P. (2011). Comportamiento del consumidor de
turismo sostenible en Guatemala y Costa
Rica. IDIES/URL – Rainforest Alliance.
Guatemala.

46. 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/

47. 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.