La formación del capital de marca de un destino turístico a partir de la experiencia turística generada en medios sociales

Patricia María Carrasco-García; Dolores María Frías Jamilena; Ana Isabel Polo Peña

doi:10.14198/INTURI2022.23.2

Autores/as

Patricia María Carrasco-García Universidad de Granada, España
Dolores María Frías Jamilena Universidad de Granada, España
Ana Isabel Polo Peña Universidad de Granada, España https://orcid.org/0000-0002-8479-0673

DOI:

https://doi.org/10.14198/INTURI2022.23.2

Palabras clave:

Capital de marca, medios sociales, post-turismo, experiencias turísticas

Resumen

Las tecnologías de la información y la comunicación (TICs) como los medios sociales (MS), se posicionan como nuevas vías para la mejora del capital de marca de los destinos. Siguiendo los fundamentos del post-turismo, las TICs constituyen un medio en el que el turista puede acceder a experiencias turísticas previas a la visita del destino. Con este trabajo se pretende conocer si las experiencias turísticas generadas a través de MS son un medio válido para incrementar el capital de marca. Por ello, (a) se propone y se valida un modelo de capital de marca de un destino turístico a partir de experiencias turísticas generadas en MS; y (b) se analizan las relaciones entre las distintas dimensiones del capital de marca del destino turístico. Los resultados ponen de manifiesto que las experiencias turísticas generadas mediante MS son capaces de incrementar el capital de marca de un destino turístico.

Citas

Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.

Aaker, D. A. (1996a). Building strong brands. New York: The Free Press.

Aaker, D. A. (1996b). Measuring brand equity across products and markets. California management review, 38(3).

Abdelmaaboud, A. K., Peña, A. I. P., & Mahrous, A. A. (2020). The influence of student-university identification on student’s advocacy intentions: the role of student satisfaction and student trust. Journal of Marketing for Higher Education, 1-23.

Avila Campoverde, F. y Ugalde, C. (2020). Instagram supera a Facebook y Twitter como la red social con mayor interacción para promocionar destinos turísticos en Ecuador. Investigaciones Turísticas, 19, 50-72.

Bagozzi, R. P., y Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.

Baloglu, S., y McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.

Barreda, A. (2014). Creating brand equity when using travel-related online social network Web sites. Journal of Vacation Marketing, 20(4), 365-379.

Beerli, A., & Martín, J. D. (2004). Factors influencing destination image. Annals of Tourism Research, 31(3), 657-681.

Bianchi, C. y Pike, S. (2011), “Antecedents of destination brand loyalty for a long-haul market: Australia’s destination loyalty among Chilean travelers”. Journal of Travel & Tourism Marketing, 28(7), 736-750.

Bianchi, C., Pike, S., y Lings, I. (2014). Investigating attitudes towards three South American destinations in an emerging long haul market using a model of consumer-based brand equity (CBBE). Tourism Management, 42, 215-223.

Boo, S., Busser, J., y Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Tourism Management, 30(2), 219-231.

Brogueira, G., Batista, F., & Carvalho, J. P. (2017). A smart system for twitter corpus collection, management and visualization. International Journal of Technology and Human Interaction (IJTHI), 13(3), 13-32.

Bruhn, M., Schoenmueller, V., y Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation? Management Research Review, 35(9), 770-790.

Burgess, S., Sellitto, C., Cox, C., & Buultjens, J. (2011). Trust perceptions of online travel information by different content creators: Some social and legal implications. Information Systems Frontiers, 13(2), 221-235.

Chan, N. L., y Guillet, B. D. (2011). Investigation of social media marketing: how does the hotel industry in Hong Kong perform in marketing on social media websites? Journal of Travel & Tourism Marketing, 28(4), 345-368.

Chen, C.F., y Chen, F.S. (2010) Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management 31(1), 29–35

Chi, C. G.Q., y Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: an integrated approach. TouriS Management, 29(4), 624- 636.

Chin, W. W., Marcolin, B. L., y Newsted, P. R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Information systems research, 14(2), 189-217.

Cho, Y. H., Wang, Y., y Fesenmaier, D. R. (2002). Searching for experiences: The web-based virtual tour in tourism marketing. Journal of Travel & Tourism Marketing, 12(4), 1-17.

Choi, Y. (2014). Online travel media and touristic experience: Examining the psychological effects of technology affordances. (Dissertation). The Pennsylvania State University. Pennsylvania.

Cordeiro, C., Machás, A., & Neves, M. M. (2010). A case study of a customer satisfaction problem: Bootstrap and imputation techniques. In Handbook of partial least squares (pp. 279-287). Springer, Berlin, Heidelberg.

Danilo Bezerra, É., Melo Silva Luft, M. C., y Rocha Dacorso, A. L. (2012). El turismo en la sociedad de la información. Un abordaje conceptual sobre el" post-turismo". Estudios y perspectivas en turismo, 21(5).

Dujmović, M., y Vitasović, A. (2015). Postmodern Society and Tourism. Journal of Tourism and Hospitality Management, 3(9-10), 192-203.

Dwivedi, M., Yadav, A., & Raghavjibhai Patel, V. (2009). The online destination image of Goa. Worldwide Hospitality and Tourism Themes, 1(1), 25-39.

Efron, B. (1979). Bootstrap methods: another look at the Jackknife. The Annals of Statistics, 7,

–26.

Egger, R., y Buhalis, D. (Eds.). (2011). Etourism case studies. Routledge.

Escalas, J. E. (2004). Imagine yourself in the product: Mental simulation, narrative transportation, and persuasion. Journal of advertising, 33(2), 37-48.

Eyefortravel (2017). The State of Data and Analytics in Travel Report 2017. Recuperado de https://www.reutersevents.com/travel/revenue-and-data-management/state-data-and-analytics-travel-report-2017

Feifer, M. (1985). Going places. The ways of the tourist from Imperial Rome to the present day. MacMillan London Limited.

Florida, R. (2002). The rise of the creative class and how it’s transforming work, leisure, community and every- day life. New York: Basic Books.

Fornell, C., y Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 39-50.

Fortezza, F., y Pencarelli, T. (2018). A comprehensive picture of the social media challenge for DMOs. Anatolia, 29(3), 456-467.

Frías, D.M., Rodríguez, M.A., y Castañeda, J.A. (2008). Internet vs. travel agencies on pre-visit destination image formation: An information processing view. Tourism Management, 29, 163–179.

Frías-Jamilena, D.M., Sabiote-Ortiz, A., Martín-Santana, J.D. y Beerli-Palacio, A. (2018). The eﬀect of Cultural Intelligence on consumer-based destination brand equity. Annals of Tourism Research, 72, 22-36.

Gartner, W. C. (1993). Image formation process. Journal of Travel & Tourism Marketing, 2(2-3), 191-216.

Geisser, S. (1975). The predictive sample reuse method with applications. Journal of the American Statistical Association, 70(350), 320–328.

Ghafari, M., Ranjbarian, B., y Fathi, S. (2017). Developing a brand equity model for tourism destination. International Journal of Business Innovation and Research, 12(4), 484-507.

Gold, A., Malhotra, A., y Segars, A. (2001). Knowledge management: An organizational capabilities perspective. Journal of Management Information Systems, 18(1), 185-214.

Government of Goa Department of Tourism Web Site (2016). Nationality. Recuperado de http://www.goatourism.gov.in/statistics/247

Gretzel, U., y Jamal, T. (2009). Conceptualizing the creative tourist class: Technology, mobility, and tourism experiences. Tourism Analysis, 14(4), 471-481.

Gretzel, U., Fesenmaier, D. R., Formica, S., y O’Leary, J. T. (2006). Searching for the future: Challenges faced by destination marketing organizations. Journal of Travel Research, 45(2), 116-126.

Gutiérrez, M., Vexo, F., y Thalmann, D. (2008). Stepping into virtual reality. London: Springer.

Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40, 414–433.

Hair, J.F., Hult, G.T.M., Ringle, C.M., y Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage publications.

Henseler, J., Ringle, C. M., y Sarstedt, M. (2014). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.

Hosteltur (2019). Redes sociales preferidas por el turismo para el marketing digital. Recuperado de https://www.hosteltur.com/127669_redes-sociales-preferidas-por-el-turismo-para-el-marketing-digital.html

Im, H. H., Kim, S. S., Elliot, S., y Han, H. (2012). Conceptualizing destination brand equity dimensions from a consumer-based brand equity perspective. Journal of Travel & Tourism Marketing, 29(4), 385-403.

Jansson, A. (2018). Rethinking post-tourism in the age of social media. Annals of Tourism Research, 69, 101-110.

Jones, T., y Taylor, S. F. (2007). The conceptual domain of service loyalty: how many dimensions? Journal of Services Marketing, 21(1), 36-51.

Kaushal, V., Sharma, S., y Reddy, G. M. (2018). A structural analysis of destination brand equity in mountainous tourism destination in northern India. Tourism and Hospitality Research.

Kayaman, R., y Arasli, H. (2007). Customer based brand equity: evidence from the hotel industry. Managing Service Quality: An International Journal, 17(1), 92-109.

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.

Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing. Upper Saddle River, NJ: Prentice Hall.

Keller, K. L. (2016). Reflections on customer-based brand equity: perspectives, progress, and priorities. AMS review, 6(1-2), 1-16.

Kim, H. B., y Kim, W. G. (2005). The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants. Tourism Management, 26(4), 549-560.

Kim, A. J., y Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.

Kim, H. K., y Lee, T. (2018). Brand equity of a tourist destination. Sustainability, 10(2), 431.

Kim, W. G., Jin-Sun, B., y Kim, H. J. (2008). Multidimensional customer-based brand equity and its consequences in midpriced hotels. Journal of Hospitality & Tourism Research, 32(2), 235-254.

Kiráľová, A., y Pavlíčeka, A. (2015). Development of social media strategies in tourism destination. Procedia-Social and Behavioral Sciences, 175, 358-366.

Konecnik, M., y Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2), 400-421.

Kotsi, F., Pike, S., y Gottlieb, U. (2018). Consumer-based brand equity (CBBE) in the context of an international stopover destination: Perceptions of Dubai in France and Australia. Tourism Management, 69, 297-306.

Lash, S. M., Urry, S. L. J., y Urry, J. (1994). Economies of signs and space (Vol. 26). London: Sage publications.

Lassar, W., Mittal, B., y Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19.

Li, X., y Petrick, J. F. (2008). Reexamining the dimensionality of brand loyalty: A case of the cruise industry. Journal of Travel & Tourism Marketing, 25(1), 68-85.

Lin, C.H., Morais, D.B., Kerstetter, D.L., y Hou, J.S. (2007). Examining the role of cognitive and affective image in predicting choice across natural, developed, and theme-park destinations. Journal of Travel Research, 46, 183–194.

Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458-468.

Liu, C. H., y Fang, Y. P. (2018). Conceptualizing, validating, and managing brand equity for tourist satisfaction. Journal of Hospitality & Tourism Research, 42(6), 960-978.

Llodra-Riera, I., Martínez-Ruiz, M.P., Jiménez-Zarco, A. I., y Izquierdo-Yusta, A. (2015a). Assessing the influence of social media on tourists’ motivations and image formation of a destination. International Journal of Quality and Service Sciences, 7(4), 458-482.

Llodra-Riera, I., Martínez-Ruiz, M.P., Jiménez-Zarco, A.I. y Izquierdo-Yusta, A. (2015b), “A multidimensional analysis of the information sources construct and its relevance for destination image formation”, Tourism Management, 48, 319-328.

Marasco, A., Buonincontri, P., van Niekerk, M., Orlowski, M., y Okumus, F. (2018). Exploring the role of next-generation virtual technologies in destination marketing. Journal of Destination Marketing & Management, 9, 138-148.

Manzano, J. A. (2016). Modelización estructural con PLS-SEM: Constructos de segundo orden. ADD.

Molinillo, S., Liébana-Cabanillas, F., & Anaya-Sánchez, R. (2017). Destination image on the DMO's platforms: official website and social media. Tourism & Management Studies, 13(3), 5-14.

Munt, I. (1994). The Other postmodern tourism: culture, travel and the new middle classes. Theory, Culture & Society, 11(3), 101-123.

Muñoz-Guarasa, M., y Moral-Pajares, E. (2019). La internacionalización de los servicios turísticos en Andalucía: características y factores determinantes. Estudios de Economía Aplicada, 37(1).

Mura, P., Tavakoli, R., & Sharif, S. P. (2017). ‘Authentic but not too much’: exploring perceptions of authenticity of virtual tourism. Information Technology & Tourism, 17(2), 145-159.

Nemec Rudež, H., & Vodeb, K. (2015). Students' use of social media during the travel process. Tourism and hospitality management, 21(2), 179-190.

Neuhofer, B., Buhalis, D., y Ladkin, A. (2014). A typology of technology‐enhanced tourism experiences. International Journal of Tourism Research, 16(4), 340-350.

Oh, H. (2000). The effect of brand class, brand awareness, and price on customer value and behavioral intentions. Journal of Hospitality & Tourism Research, 24(2), 136-162.

Pike, S., y Page, S. J. (2014). Destination Marketing Organizations and destination marketing: A narrative analysis of the literature. Tourism Management, 41, 202-227.

Pike, S., y Bianchi, C. (2016). Destination brand equity for Australia: testing a model of CBBE in short-haul and long-haul markets. Journal of Hospitality & Tourism Research, 40(1), 114–134.

Pike, S., Bianchi, C., Kerr, G., y Patti, C. (2010). Consumer-based brand equity for Australia as a long-haul tourism destination in an emerging market. International Marketing Review, 27(4), 434-449.

Rejón-Guardia, F., Polo-Peña, A. I., & Maraver-Tarifa, G. (2020). The acceptance of a personal learning environment based on Google apps: The role of subjective norms and social image. Journal of Computing in Higher Education, 32(2), 203-233.

Ringle, C. M., Wende, S., y Becker, J. M. (2015). SmartPLS 3.0. Recuperado de http://www.smartpls.com . Hamburg, Alemania: Universidad de Hamburg.

Ritzer, G., y Liska, A. (2004). Complementary perspectives on contemporary tourism. Tourism: New directions and alternative tourism, 4, 65.

Rodríguez Molina, M. Á., Frías-Jamilena, D. M., y Castañeda-García, J. A. (2013). The moderating role of past experience in the formation of a tourist destination's image and in tourists’ behavioural intentions. Current Issues in Tourism, 16(2), 107-127.

San Martín, H., Herrero, A., y García de los Salmones, M. d. M. (2018). An integrative model of destination brand equity and tourist satisfaction. Current Issues in Tourism, 1–22.

Sánchez Jiménez, M. Á., Fernández Alles, M. F. y Mier-Terán Franco, J. J. (2020). El uso y la importancia de las redes sociales en el sector hotelero desde la perspectiva de los responsables de su gestión. Investigaciones Turísticas, 20, 50-78.

Sarker, M. M., Mohd-Any, A. A., y Kamarulzaman, Y. (2019). Conceptualising consumer-based service brand equity (CBSBE) and direct service experience in the airline sector. Journal of Hospitality and Tourism Management, 38, 39-48.

Schivinski, B., y Dabrowski, D. (2015). The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9(1), 31-53.

Sediyono, E., & Nivak, C. (2014). Measuring the Performance of Ontological Based Information Retrieval from a Social Media. In 2014 European Modelling Symposium (pp. 354-359). IEEE.

Seo, E. J., y Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41.

Sigala, M. (2016). Social media and the co-creation of tourism experiences. In The handbook of managing and marketing tourism experiences (pp. 85-111). Emerald Group Publishing Limited.

Stojanovic, I., Andreu, L., y Curras-Pérez, R. (2018). Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination. European Journal of Management and Business Economics, 27(1), 83-100.

Stone, M. (1974). Cross-validatory choice and assessment of statistical predictions. Journal of the Royal Statistical Society: Series B (Methodological), 36(2), 111–147.

Sweeney, J., y Soutar, G. N. (2001). Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77(2), 203–220.

Tasci, A.D. (2016), “A critical review of consumer value and its complex relationships in the consumer-based brand equity network”. Journal of Destination Marketing & Management, 5(3), 171-191.

Tran, V. T., Nguyen, N. P., Tran, P. T. K., Tran, T. N., y Huynh, T. T. P. (2018). Brand equity in a tourism destination: a case study of domestic tourists in Hoi An city, Vietnam. Tourism Review.

Tsingos, N., Gallo, E., y Drettakis, G. (2004). Perceptual audio rendering of complex virtual environments. ACM Transactions on Graphics, 23(3), 249–258.

Tussyadiah, I. P., y Fesenmaier, D. R. (2009). Mediating tourist experiences: Access to places via shared videos. Annals of Tourism Research, 36(1), 24-40.

Urry, J. (1990). The Tourist Gaze. Leisure and Travel in Contemporary Societies. Collection Theory, culture & society», London, Sage Publications.

Urry, J. (1988). Cultural change and contemporary holiday-making. Theory, culture & society, 5(1), 35-55.

Vinzi, V. E., Chin, W. W., Henseler, J., & Wang, H. (2010). Handbook of partial least squares (Vol. 201, No. 0). Berlin: Springer.

We are social (2019). Digital 2019: Spain. Recuperado de https://datareportal.com/reports/digital-2019-spain

Wong, P. P. W. (2018). Role of components of destination competitiveness in the relationship between customer-based brand equity and destination loyalty. Current Issues in Tourism, 21(5), 504-528.

Yang, Y., Liu, X., y Li, J. (2015). How customer experience affects the customer-based brand equity for tourism destinations. Journal of Travel & Tourism Marketing, 32(sup1), S97-S113.

Zavattaro, S. M., Daspit, J. J., y Adams, F. G. (2015). Assessing managerial methods for evaluating place brand equity: A qualitative investigation. Tourism Management, 47, 11-21.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.

Zeithaml, V. A., y Bitner, M. J. (2000). Services marketing: Integrating customer focus across the firm. McGraw Hill.

Zeng, B., y Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, 27-36.