Coastal destinations offer an essential variety of outdoor activities, which vary according to each group of tourists. This research aims to determine the motivational factors of the demand, identify the demand segments, determine the relationship between tourist demand segments with satisfaction and loyalty, and identify the relationship between the demand segments and sociodemographic aspects in Coastal destinations. The empirical study will developed in Malabrigo, a coastal city of Peru famous for its surf activities. The sample of this quantitative research will consiste of 384 valid questionnaires collected in situ. The data will interpreted using exploratory factor analysis techniques and non-hierarchical K-means cluster analysis. Findings will add to the academic literature on coastal destinations and help design sustainable plans.