Variables estratégicas determinantes de las intenciones de comportamiento en espacios protegidos

The paper strategically analyzes an island tourist destination with protected natural areas (Cozumel) from the observation of different types of motivation linked to the cognitive and affective image of visitors, their influence on their satisfaction, and if this affects its future behavior intentions, as a tourist site. The research method was quantitative using statistical inferences with a model of structural equations with partial least squares. The findings proof that the evaluation of variables revealing behavioral intentions provides information to strategically manage the image of tourist destinations with protected areas.