De novo en Santiago de Compostela: as implicacións da lealdade para un destino turístico

• María Pilar Murias Fernández ^[1] ; David Rodríguez González ^[1]
  1. [1] Universidade de Santiago de Compostela

     Universidade de Santiago de Compostela

     Santiago de Compostela, España

     
• Localización: Revista galega de economía: Publicación Interdisciplinar da Facultade de Ciencias Económicas e Empresariais, ISSN-e 2255-5951, ISSN 1132-2799, Vol. 23, Nº. 2, 2014, págs. 47-68
• Idioma: gallego
• Títulos paralelos:
  • De nuevo en Santiago de Compostela: Las implicaciones de la lealtad para un destino turístico
  • Back Again in Santiago de Compostela: The implications of loyalty for a tourist destination
• Enlaces
  • Texto completo (pdf)
  • Texto completo
• Dialnet Métricas: 2 Citas
• Resumen
  • español

    Aunque habitualmente se asume que atraer al destino a clientes que repiten requiere menores esfuerzos de marketing, en la literatura turística existen discrepancias sobre la rentabilidad o el comportamiento de estos turistas con respecto al viaje. Este trabajo pretende incorporarse al debate abierto sobre las diferencias entre los visitantes que repiten visita y los que visitan por primera vez con el fin de conocer mejor las características de los dos grupos y permitir a los gestores de los destinos un diseño más eficaz de sus políticas. Por ello, el análisis se centrará en aspectos relevantes para los gestores. El estudio está basado en una encuesta realizada a los turistas que visitaron durante el año 2010 Santiago de Compostela.

  • galego

    Aínda que habitualmente se asume que atraer ao destino a clientes que repiten require menores esforzos de márketing, na literatura turística existen discrepancias sobre a rendibilidade ou o comportamento destes turistas con respecto á viaxe. Este traballo pretende incorporarse ao debate aberto sobre as diferenzas entre os visitantes que repiten visita e os que visitan por primeira vez co fin de coñecer mellor as características dos dous grupos e permitirlles aos xestores dos destinos un deseño máis eficaz das súas políticas. Por iso, a análise centrarase en aspectos relevantes para os xestores. O estudo está baseado nunha enquisa realizada aos turistas que visitaron durante o ano 2010 Santiago de Compostela.

  • English

    Even if it is assumed that attracting repeater customers to a destination requires less marketing efforts, there is no agreement in the tourism literature on the profitability and travel behavior of repeaters. This paper draws on this agenda and explores the differences between repeaters and first-time visitors in order to learn more about the characteristics of each group, allowing destination managers to design more effective policies. The analysis will focus on issues that are relevant to managers. The study is based on a survey of tourists who visit Santiago de Compostela in 2010.

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