Dirigir la empresa turística para conseguir la lealtad del cliente

• José Alberto Martínez González ^[1]
  1. [1] Universidad de La Laguna

     Universidad de La Laguna

     San Cristóbal de La Laguna, España

     
• Localización: TURYDES: Revista sobre Turismo y Desarrollo local sostenible, ISSN-e 1988-5261, Vol. 7, Nº. 16, 2014
• Idioma: español
• Títulos paralelos:
  • To lead the tourist company to obtain the client loyalty
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    En la actualidad las empresas turísticas realizan considerables esfuerzos para conseguir la lealtad de los clientes, es decir, para lograr que los turistas repitan el viaje y/o recomienden el destino turístico, preferiblemente consumiendo los productos de la empresa. Todo ello sucede a pesar de que el turismo es el sector que menos ha sufrido la crisis y constituye un sector acicate para el desarrollo de otros sectores. La lealtad del turista se consigue gestionando una serie de variables, siendo la satisfacción la variable que mejor predice la lealtad. Mejorar la satisfacción del turista por parte de la empresa incrementa la fidelidad del cliente. Existen otras variables que también influyen en la formación de la lealtad por su impacto en la satisfacción, que actúa como variable mediadora. Entre esas variables destacan la calidad, el valor, la orientación al mercado, la confianza, la reputación, la imagen y la familiaridad. Este artículo presenta la revisión teórica del estado de la cuestión de la lealtad en turismo, esperando que sea de utilidad a los directivos de las empresas turísticas.

  • English

    At present the tourist companies realize considerable efforts to obtain the loyalty of the clients, to achieve that the tourists repeat the trip and recommend the tourist destination, preferably consuming the products of the company. The loyalty of the tourist is obtained managing a series of variables, being the satisfaction the variable that better predicts the loyalty. To improve the satisfaction of the tourist increases the loyalty of the client. There exist other variables that also influence the formation of the loyalty for his impact on the satisfaction, which acts as a mediating variable. Some of these variables are the quality, the value, the market orientation, the confidence, the reputation, the image and the familiarity. This article presents the theoretical review of the condition of the question of the loyalty in tourism, hoping that it be usefulness to the executives of the tourist companies.

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