Factores que explican el cambio de la imagen de un destino turístico antes y después de la visita

El presente trabajo ha tenido como principal objetivo estudiar y analizar empíricamente los factores que explican el cambio de imagen antes y después de la visita a un destino turístico. En el estudio empírico se ha utilizado una muestra representativa de turistas de la isla de Tenerife (Islas Canarias), que es uno de los principales destinos turísticos de España. Los resultados ponen de manifiesto que los factores que mejor explican el cambio de imagen antes y después de la visita están relacionados con el esfuerzo dedicado a la búsqueda de información, el grado de incertidumbre, el nivel de implicación con el viaje, el número de fuentes secundarias de información consultadas y la duración e intensidad de la visita

Cultural sensitivity: an antecedent of the image gap of tourist destinations

Purpose - This paper aims to analyse the influence of the cultural sensitivity of tourists on the change in image that occurs for tourist destinations prior to and after a visit; understanding cultural sensitivity as the recognition of and respect for different beliefs, values and customs. Design/methodology/approach - A structural equations model is carried out with a representative sample of 411 tourists from Tenerife (Canary Islands). Findings - Cultural sensitivity directly and positively influences the gap in the global image of the destination, so greater cultural sensitivity improves the post-visit image compared to the pre-visit image at a global level. Likewise, there are significant differences in cultural sensitivity according to the sociodemographic characteristics of tourists. Research limitations - Although this study is based on a single case (Tenerife) and the generalisation of the results must be treated tentatively, the developed model could be applied in other destinations. Practical implications - This study contributes to a better understanding of the influence of cultural sensitivity on the image gap in tourist destinations, as there is still little empirical evidence on the subject. Originality/value - The results of this study represent an advance in the literature, as there are few studies in the tourism marketing literature that studied the effect of the cultural sensitivity on the image of a tourist destination

Análisis de la oferta de servicios complementarios para hoteles vacacionales en función de su estrategia de precios y de la sensibilidad al precio de los turistas

El presente trabajo tiene por objeto definir, valorar y clasificar un conjunto de servicios gratuitos o de pago susceptibles de ser ofrecidos a los turistas de hoteles vacacionales de sol y playa para incrementar la satisfacción de los clientes y la rentabilidad de los hoteles. Inicialmente se definió un amplio número de servicios a partir de una profunda revisión de la literatura, la realización de entrevistas en profundidad a nueve directivos de hoteles y una valoración a través de una encuesta a 21 expertos de hoteles turísticos utilizando la metodología Delphi. Posteriormente, dichos servicios fueron (1) valorados por una muestra representativa de 1.100 turistas de hoteles de 3, 4 y 5 estrellas de un destino turístico maduro de sol y playa y (2) clasificados en servicios imprescindibles, deseables y prescindibles, en función de su importancia y frecuencia de uso, y diferenciando entre tres tipologías de hoteles según su política de precios.The purpose of the present work is to define, evaluate and classify a free or paid services set that could be offered to tourist of beach hotels to increase customer satisfaction and hotel profitability. Initially, a large number of services based on the literature review were defined, personal interviews with nine hotel managers were made and the assessment through a survey of 21 hotel experts using the Delphi methodology. Subsequently, these services were (1) valued by a representative samples of 1,100 tourists from of 3, 4 and 5 star hotels in a mature sun and beach tourist destination and (2) classified in essential, desirable and dispensable services, according to the importance and frequency of use, and differentiating between three types of hotels according to its pricing policy

Entender a imagem de um destino turístico: fatores que a integram e a influência das motivações

This article analyzes the image of a touristic destination as a critical topic for its success. The article develops and ample theoretical revision with an empirical approach that allows a better understanding of the factors that influence the image and the motivations for choosing a specific destination. The image is analyzed from a multidimensional approach taking into account it’s cognitive and rational, affectionate or emotional components and the general image resulting from the latter. This work also analyzes the influence and motivation factors that loyalty and the country of origin has in the different components of its image as well as genre, age and the composition of the group of travelers when choosing a specific destination.En este artículo se analiza la imagen de un destino turístico, siendo este un tema crítico para el éxito del mismo. El artículo desarrolla una amplia revisión teórica con un trabajo empírico que permite comprender mejor los factores que influyen en dicha imagen y las motivaciones del destino. La imagen es analizada desde un enfoque multidimensional, considerando su componente cognitivo y racional, afectivo o emocional, y la imagen general, resultado de las dos anteriores. El trabajo analiza la influencia que la fidelidad y el país de origen tienen en los diferentes componentes de la imagen. También se analiza la influencia que la fidelidad, el país de origen, el género, la edad y la composición del grupo de viaje tienen en las motivaciones del turista para visitar el destino.Cet article analyse l’image d’une destination touristique, ce qui est une question cruciale pour le succès. L’article développe un examen théorique et une étude empirique pour mieux comprendre les facteurs qui influent sur l’image et les motivations du destin. L’image est analysée à partir d’une approche multidimensionnelle, compte tenu de sa composante rationnelle et cognitive, affective ou émotionnelle, et l’image globale, le résultat des deux précédents. Le document analyse l’influence que la loyauté et le pays d’origine ont sur les composantes de l’image. Il analyse également l’influence de loyauté, le pays d’origine, le sexe, l’âge, la composition des voyageurs et les motivations qui les influencent à visiter cette destination.Neste artigo analisa-se a imagem de um destino turístico, sendo este um tema crítico para o êxito do mesmo. O artigo desenvolve uma ampla revisão teórica com um trabalho empírico que permite compreender melhor os fatores que influem em tal imagem e as motivações do destino. A imagem é analisada a partir de um enfoque multidimensional, considerando seu componente cognitivo e racional, afetivo ou emocional, e a imagem geral, resultado das duas anteriores. O trabalho analisa a influência que a fidelidade e o país de origem têm nos diferentes componentes da imagem. Também analisa-se a influência que a fidelidade, o país de origem, o gênero, a idade e a composição do grupo de viagem têm nas motivações do turista para visitar o destino

The effectiveness of banner ads on blogs

The aim of this paper is to measure the advertising effectiveness of two formats of on-line advertisements, namely, large-button advertisements and contextual advertisements, and to determine the factors which, on the basis of the reviewed literature, influence advertising effectiveness. The context of application is blog type web pages, which, despite the significant increase in their use, have not received attention in the field of the advertising research. The results reflect that there are differences in the advertising effectiveness of the two formats and that the factors that influence are attitude to the blog, involvement with the product advertised and the length of the visit to the blog