Pre‐pandemic profiles and the image constructs of tourists on the island of Santa Cruz, The Galapagos

The Galapagos Islands, a UNESCO World Heritage Site, are celebrated for their unique biodiversity and for the vital role they play in the local economy of the various islands, through tourism. Initially, ecotourists, drawn by a deep interest in nature, were the main visitors. However, the rise of mass tourism has shifted the visitor profile over time. We surveyed pre‐COVID‐19 visitors to the island of Santa Cruz to explore how ecotourism has evolved since its origins in the 1960‐70s. Our objectives were to (1) examine the profile, image constructs and kinds of experiences of the visitors and (2) analyse these in the context of early ecotourism. We identified three visitor profiles—high, moderate, and low—in terms of environmental awareness and interest. Our findings highlight that the current tourism on offer caters mainly to those with less interest in nature. These insights are valuable for decision‐makers, tour operators and academics aiming to improve managementstrategies and visitor flows, especially near the urban areas of Santa Cruz

Context (archaeology · Destinations · Ecotourism · Nature tourism · Tourism · Visitor pattern · World heritage · Diverse Aspects of Tourism Research · Museums and Cultural Heritage · Recreation, Leisure, Wilderness Management