Determinantes de la intención del consumidor de ir a un destino turístico. Aplicación al caso de "Mundo Maya-México"

• Localización: Management Letters / Cuadernos de Gestión, ISSN 1131-6837, Vol. 11, Nº 1, 2011, págs. 75-93
• Idioma: español
• DOI: 10.5295/cdg.100178ss
• Enlaces
  • Texto completo
• Resumen

  • Cada destino turístico tiene una marca que puede elegir el consumidor a la hora de viajar. Este trabajo examina, a través de un modelo causal que contrastamos empíricamente para el caso de Mundo Maya-México, el papel que desempeña la reputación, las emociones y la confianza en la intención de compra de los consumidores de un destino turístico. Desarrollamos un marco teórico fundamentado en aportaciones de la teoría de señales, las teorías de las emociones y del marketing de relaciones. Se ha realizado una encuesta personal a consumidores que acuden a las agencias de viajes. Los resultados obtenidos corroboran la mayoría de nuestras hipótesis y arrojan resultados interesantes: tanto la reputación de una buena gestión y alta notoriedad del destino como el agrado y la confianza del consumidor respecto del destino resultan determinantes de la intención del turista de ir a un destino turístico.

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