LOS EFECTOS DEL CAMBIO DE IMAGEN DE UN DESTINO TURÍSTICO ANTES Y DESPUÉS DE LA VISITA EN LA SATISFACCIÓN Y LEALTAD DEL TURISTA

Josefa Delia Martín Santana, Asunción Beerli Palacio, Patrizio Nazareno

Resumen


El presente trabajo tiene por objeto analizar las consecuencias del cambio de imagen de un destino turístico pre y post visita en términos de satisfacción y lealtad de los turistas. A tal efecto, se llevó a cabo un trabajo empírico con una muestra representativa de turistas de Tenerife (Islas Canarias), que es uno de los destinos más importantes de España. Los resultados verifican que cuanto más positivo sea el cambio de la imagen antes y después de la visita al destino turístico mayor será el efecto directo en el nivel de satisfacción e indirecto en la lealtad hacia el destino.

Palabras clave: marketing turístico, imagen de destino, satisfacción, lealtad

Abstract


This paper aims to analyze the consequences of change of image of a tourist destination pre- and post-visit in terms of satisfaction and loyalty of tourists. For this purpose, it conducted an empirical study with a representative sample of tourists from Tenerife (Canary Islands), which represents one of the most important tourist destinations in Spain. The results show that the more positive is the change of the image before and after visiting the tourist destination are larger the direct effect on the level of satisfaction and the indirect effect on loyalty to the destination.


Keywords: Tourism Marketing, Tourist Destination Image, Satisfaction and Loyalty


Palabras clave


Marketing turístico, imagen de destinos turísticos, satisfacción, lealtad

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Referencias


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DOI: https://doi.org/10.1234/RAT2011n11

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ISSN impresión: 1885-2564

ISSN electrónico: 2254-0644