Predicción del comportamiento del consumidor en destinos turísticos
DOI:
https://doi.org/10.14198/INTURI.24300Palabras clave:
intención de comportamiento futuro, enfoque predictivo, destino turístico, modelo de ecuaciones estructuralesResumen
La presente investigación tiene como objetivo proponer un modelo teórico, partiendo de la literatura previa, que incluya los antecedentes de la intención de comportamiento del consumidor hacia un destino turístico y explore las relaciones entre variables. A tal fin se utilizó un Modelo de Ecuaciones Estructurales basado en datos obtenidos mediante tres cuestionarios online, que fueron aplicados a consumidores de tres destinos turísticos. A partir del análisis factorial confirmatorio y la evaluación del modelo estructural se determinó la relación existente entre las variables observadas y variables latentes, así como el grado de sensibilidad de cada una. Los resultados permitieron corroborar las hipótesis planteadas y revelaron como antecedentes que más influyen en la intención de comportamiento futuro (1) las actitudes del consumidor, (2) los atributos del destino, (3) el rol mediador de la satisfacción y (4) el rol moderador de la personalidad. Asimismo, los hallazgos mostraron los factores que se encuentran más afectados en cada destino y los que mayor peso tienen en la intención de repitencia del consumidor. El modelo teórico presentado contribuye a la literatura existente sobre comportamiento del consumidor turístico e identifica los principales antecedentes que influyen en la intención de comportamiento hacia un destino turístico. El valor de este estudio radica en el análisis de las relaciones entre las variables latentes vinculadas a la intención de comportamiento, identificando sus antecedentes, así como variables mediadora y moderadora. Además, aporta información oportuna para la toma de decisiones estratégicas de los gestores turísticos en estos destinos.
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Derechos de autor 2023 Elizabeth del Carmen Pérez Ricardo, Ernesto Batista Sánchez, Katia Zucel Coronado Provance, Justa Ramona Medina Labrada, Francisco Fidel Feria Velázquez
Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
