Electronic word-of-mouth associated with customer loyalty in the Peruvian tourism sector: Boca a boca electrónico asociado a la lealtad de los clientes en el sector turístico peruano

• José Seijas Díaz ^[1]
  1. [1] Universidad Nacional Autónoma de Alto Amazonas, Yurimaguas, Perú
• Localización: RIAT: Revista Interamericana de Medioambiente y Turismo, ISSN-e 0718-235X, Vol. 19, Nº. 1, 2023, págs. 59-67
• Idioma: inglés
• DOI: 10.4067/s0718-235x2023000100059
• Enlaces
  • Texto completo
• Resumen
  • español

    Esta investigación propone determinar la relación entre el boca a boca electrónico y la lealtad de los clientes en una empresa del sector turístico peruano. Se realizó un estudio básico, cuantitativo, correlacional, no experi¬mental y transversal; la muestra correspondió a 384 tu¬ristas. Se aplicó la correlación de rho de Spearman para datos categóricos. Entre los resultados se destaca la exis¬tencia de correlación positiva y significativa de la credi¬bilidad (rho=0,722), calidad de información (rho=0,744), confianza (rho=0,727) y utilidad percibida (rho=0,723), con la lealtad de los clientes. Se concluye que el boca a boca electrónico se asocia moderadamente a la lealtad, por lo que es una alternativa eficiente para incrementar la intención y lealtad de visitantes a sitios turísticos.

  • English

    This research proposes to determine the relationship be¬tween electronic word of mouth and customer loyalty in a company in the Peruvian tourism sector. A basic, quan¬titative, correlational, non-experimental and cross-sec¬tional study was carried out; the sample corresponded to 384 tourists. Spearman's rho correlation was applied for categorical data. Among the results, the existence of a po¬sitive and significant correlation of credibility (rho=0.722), information quality (rho=0.744), trust (rho=0.727) and perceived usefulness (rho=0.723) with the loyalty of the clients stands out. customers. It is concluded that electro¬nic word of mouth is moderately associated with loyalty, making it an efficient alternative to increase the intention and loyalty of visitors to tourist sites.

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