La investigación sobre la imagen de los alojamientos turísticos y las dimensiones que la componen: situación actual y retos de futuro

• Autores: Sergio Moreno Gil, Patricia Picazo Peral, Maximiliano Emanuel Korstanje
• Localización: Anuario Turismo y Sociedad, ISSN-e 2346-206X, ISSN 0120-7555, Vol. 25 (Julio-Diciembre), 2019, págs. 217-252
• Idioma: español
• DOI: 10.18601/01207555.n25.11
• Títulos paralelos:
  • Research on the image of tourist accommodations, and the involving dimensions: current situation and challenges in the future
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 1 Cita
• Resumen
  • español

    El presente ensayo o pieza de revisión es un intento de brindar al lector una lectura holística del problema de la imagen y su disociación respecto a la marca o proceso de construcción de marca. Centrados en la industria hotelera (producto alojativo), la propuesta sugiere dos asuntos significativos. Por un lado, existe una necesidad de introducir nuevos estudios cualitativos que complementen los puntos que no tienen respuesta sobre el rol que juega el conocimiento como aspecto de intención de compra. Por el otro, cada producto se encuentra inserto en una matriz de tiempo, en cuyo caso, estudiar la evolución de la imagen a lo largo de la vida del producto se hace una cuestión de importancia para los analistas de marketing. Así mismo, el ensayo hace énfasis en la interacción microsocial (cara a cara) como forma relacional para el posicionamiento de los productos hoteleros. Ello demuestra que existe una tendencia hacia la fragmentación (segmentación) que debe ser discutida y analizada.

  • English

    The present essay review or review paper is oriented to give the readers with an allpervading explanation revolving around the problem of image and its dissociation from branding or the branding process. Based on the hospitality industry (or lodging product) our approach has two significant aspects. On one hand, there is an urgent need of introducing emergent and fresh qualitative studies which complement the open answers regarding the role of knowledge in the purchasing process. On another, no less true is that each product is enrooted into a temporal matrix, in which case the evolution of the branding process seems to be a point of discussion which be brought into the foreground by the side of marketing analysts. Still further, our argument emphasizes on the crucial role of face-to-face interaction as a relational platform to position hotel-related products. This evinces that tourism and hospitality industries are leading towards an inevitable fragmentation which merits to be discussed and scrutinized.

     

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