Monarch butterfly biosphere reserve: antecedent dimensions of loyalty in an environment of co-creation of experiences

A study on the Monarch Butterfly Biosphere Reserve reveals that visitor satisfaction and commitment to the destination are critical for fostering loyalty, with experience value playing a pivotal role in enhancing satisfaction. The research analyzed 316 questionnaires from tourists using SPSS 24 and IBM SPSS Amos 28, demonstrating that co-creation of experiences significantly influences behavioral intentions such as revisiting and recommending the site. This novel analysis bridges gaps in understanding visitor behavior in biosphere reserves, offering actionable insights for destination management and marketing strategies.

Pérez-Romero, M. E., Del Río-Rama, M. d. l. C., Jimenez-Islas, D., & Flores-Romero, M. B. (2025). Monarch butterfly biosphere reserve: antecedent dimensions of loyalty in an environment of co-creation of experiences. Management Decision, 1–34. https://doi.org/10.1108/md-03-2025-0808