Tecnología para la gestión de la imagen inducida en internet de destinos turísticos
DOI:
https://doi.org/10.14198/INTURI.25703Palabras clave:
Imagen de destinos turisticos, comportamiento del consumidor, imagen cognitivaResumen
La importancia estratégica del turismo para la economía cubana conlleva a la necesidad de posicionar una imagen del destino que contribuya a incentivar a los consumidores a visitar y recomendar los destinos turísticos del país. Por ello, posicionar a través de Internet una imagen favorable, que responda a las necesidades de los consumidores turísticos resulta fundamental. En la revisión de la literatura efectuada no se evidencia la integración de los componentes cognitivo y afectivo de la imagen inducida en Internet, a través de agentes inducidos abiertos y encubiertos como elemento que favorezca el comportamiento del consumidor turístico. La investigación tiene como objetivo general desarrollar una tecnología para la gestión de la imagen inducida en Internet de destinos turísticos, que incida favorablemente en el comportamiento del consumidor turístico. Los aportes fundamentales se centran en la creación de un modelo de gestión, un procedimiento general y herramientas asociadas que lo operacionalizan. La validación del modelo se realizó a partir de un sistema de ecuaciones estructurales y la aplicación del procedimiento en destinos turísticos cubanos permitió validar la hipótesis de investigación. La aplicación permitió incrementar el aprovechamiento de los agentes de formación, la mejora en el posicionamiento de los componentes cognitivos y afectivos, así como influir positivamente en el comportamiento de los consumidores.
Citas
Agapito, D., Oom do Valle, P., & da Costa Mendes, J. (2013). The Cognitive-Affective-Conative Model of Destination Image: A Confirmatory Analysis. Journal of Travel and Tourism Marketing, 30(5), 471–481. https://doi.org/10.1080/10548408.2013.803393
Almeida, A., & Garrod, B. (2018). A CATREG model of destination choice for a mature Island destination. Journal of Destination Marketing and Management, 8, 32–40. https://doi.org/10.1016/j.jdmm.2016.11.005
Alonso-Dos-Santos, M., Calabuig Moreno, F., Montoro Ríos, F., & Alguacil, M. (2017). Online sport event consumers: Attitude, E-quality and E-satisfaction. Journal of Theoretical and Applied Electronic Commerce Research, 12(2), 54–70. https://doi.org/10.4067/S0718-18762017000200005
Batista-Sánchez, E., Pérez-Ricardo, E. del C., & Serrano-Leyva, B. (2020). Bibliometric study of tourism destination image in Science Direct. Revista Interamericana de Ambiente y Turismo - RIAT, 16(1), 97–105. https://doi.org/10.4067/S0718-235X2020000100097
Bigne, E., Ruiz, C., & Curras-Perez, R. (2019). Destination appeal through digitalized comments. Journal of Business Research, 101, 447–453. https://doi.org/10.1016/j.jbusres.2019.01.020
Boger Jr., C. A., Ritter, M., & Charmchian, M. (2020). Effects of ideology on visit intention and trust toward a destination. Journal of Convention and Event Tourism. https://doi.org/10.1080/15470148.2020.1832010
Buhalis, D., & Sinarta, Y. (2019). Real-time co-creation and nowness service: lessons from tourism and hospitality. Journal of Travel and Tourism Marketing, 36(5), 563–582. https://doi.org/10.1080/10548408.2019.1592059
Cao, M.-Q., Liang, J., Li, M.-Z., Zhou, Z.-H., & Zhu, M. (2020). TDIVis: visual analysis of tourism destination images. Frontiers of Information Technology and Electronic Engineering, 21(4), 536–557. https://doi.org/10.1631/FITEE.1900631
Chiu, W., Zeng, S., & Cheng, P. S.-T. (2016). The influence of destination image and tourist satisfaction on tourist loyalty: a case study of Chinese tourists in Korea. International Journal of Culture, Tourism, and Hospitality Research, 10(2), 223–234. https://doi.org/10.1108/IJCTHR-07-2015-0080
Cohen, S. A., Prayag, G., & Moital, M. (2014). Consumer behaviour in tourism: Concepts, influences and opportunities. Current Issues in Tourism, 17(10), 872–909. https://doi.org/10.1080/13683500.2013.850064
Couture, A., Arcand, M., Sénécal, S., & Ouellet, J.-F. (2015). The Influence of Tourism Innovativeness on Online Consumer Behavior. Journal of Travel Research, 54(1), 66–79. https://doi.org/10.1177/0047287513513159
de las Heras-Pedrosa, C., Millan-Celis, E., Iglesias-Sánchez, P. P., & Jambrino-Maldonado, C. (2020). Importance of social media in the image formation of tourist destinations fromthe stakeholders’ perspective. Sustainability (Switzerland), 12(10). https://doi.org/10.3390/su12104092
De Nisco, A., Mainolfi, G., Marino, V., & Napolitano, M. R. (2015). Tourism satisfaction effect on general country image, destination image, and post-visit intentions. Journal of Vacation Marketing, 21(4), 305–317. https://doi.org/10.1177/1356766715577502
Di Pietro, L., Di Virgilio, F., & Pantano, E. (2012). Social network for the choice of tourist destination: Attitude and behavioural intention. Journal of Hospitality and Tourism Technology, 3(1), 60–76. https://doi.org/10.1108/17579881211206543
Fakeye, P. C., & Crompton, J. L. (1991). Image Differences between Prospective, First-Time, and Repeat Visitors to the Lower Rio Grande Valley. Journal of Travel Research, 30(2), 10–16. https://doi.org/10.1177/004728759103000202
Giraldi, A., & Cesareo, L. (2017). Film marketing opportunities for the well-known tourist destination. Place Branding and Public Diplomacy, 13(2), 107–118. https://doi.org/10.1057/s41254-016-0035-5
Gómez, M., García, J. A., & Molina, A. (2013). The cognitive image in the interior destinations from the perspective of residents and visitors: An empirical application in 4 Spanish regions. Cuadernos de Economia y Direccion de la Empresa, 16(3), 167–179. https://doi.org/10.1016/j.cede.2012.09.001
Hernández-Ortega, B., San Martín, H., Herrero, Á., & Franco, J. L. (2020). What, how and when? Exploring the influence of firm-generated content on popularity in a tourism destination context. Journal of Destination Marketing and Management, 18. https://doi.org/10.1016/j.jdmm.2020.100504
Huete Alcocer, N., & López Ruiz, V. R. (2020). The role of destination image in tourist satisfaction: the case of a heritage site. Economic Research-Ekonomska Istrazivanja , 33(1), 2444–2461. https://doi.org/10.1080/1331677X.2019.1654399
Hwang, J., Park, S., & Woo, M. (2018). Understanding user experiences of online travel review websites for hotel booking behaviours: an investigation of a dual motivation theory. Asia Pacific Journal of Tourism Research, 23(4), 359–372. https://doi.org/10.1080/10941665.2018.144464
Jahmani, A., Abokhoza, R., Zghyer, R. N., & Jawabreh, O. (2020). The influence of traveler reviews on mobile applications on travel decision-making to Dubai. Journal of Theoretical and Applied Information Technology, 98(15), 3162–3175.
Jeong, Y., Yu, A., & Kim, S.-K. (2020). The antecedents of tourists’ behavioral intentions at sporting events: The case of South Korea. Sustainability (Switzerland), 12(1). https://doi.org/10.3390/SU12010333
Kenyon, J. A., & Bodet, G. (2018). Exploring the domestic relationship between mega-events and destination image: The image impact of hosting the 2012 Olympic Games for the city of London. Sport Management Review, 21(3), 232–249. https://doi.org/10.1016/j.smr.2017.07.001
Kotoua, S., & Ilkan, M. (2017). Online tourism destination marketing in Kumasi Ghana. Asia Pacific Journal of Tourism Research, 22(6), 666–680. https://doi.org/10.1080/10941665.2017.1308394
Lam, J. M. S., Ismail, H., & Lee, S. (2020). From desktop to destination: User-generated content platforms, co-created online experiences, destination image and satisfaction. Journal of Destination Marketing and Management, 18. https://doi.org/10.1016/j.jdmm.2020.100490
Latif, K., Malik, M. Y., Pitafi, A. H., Kanwal, S., & Latif, Z. (2020). If You Travel, I Travel: Testing a Model of When and How Travel-Related Content Exposure on Facebook Triggers the Intention to Visit a Tourist Destination. SAGE Open, 10(2). https://doi.org/10.1177/2158244020925511
Le, D., Pratt, M., Wang, Y., Scott, N., & Lohmann, G. (2020). How to win the consumer’s heart? Exploring appraisal determinants of consumer pre-consumption emotions. International Journal of Hospitality Management, 88, 102542. https://doi.org/10.1016/j.ijhm.2020.102542
Leković, K., Tomić, S., Marić, D., & Ćurčić, N. V. (2020). Cognitive component of the image of a rural tourism destination as a sustainable development potential. Sustainability (Switzerland), 12(22), 1–12. https://doi.org/10.3390/su12229413
Lojo, A., Li, M., & Xu, H. (2020). Online tourism destination image: components, information sources, and incongruence. Journal of Travel and Tourism Marketing, 37(4), 495–509. https://doi.org/10.1080/10548408.2020.1785370
Macedo, L. P. (2016). La imagen proyectada de dos destinos patrimoniales italianos. El caso de Florencia y Venecia. Universidade da Coruña.
Marine-Roig, E., & Clavé, S. A. (2016). Affective component of the destination image: A computerised analysis. In Destination Marketing: An International Perspective (pp. 49–58). Taylor and Francis. https://doi.org/10.4324/9781315720050
Marine-Roig, Estela, & Clavé, S. A. (2016). Perceived image specialisation in multiscalar tourism destinations. Journal of Destination Marketing and Management, 5(3), 202–213. https://doi.org/10.1016/j.jdmm.2015.12.007
Marine-Roig, Estela, & Huertas, A. (2020). How safety affects destination image projected through online travel reviews. Journal of Destination Marketing and Management, 18. https://doi.org/10.1016/j.jdmm.2020.100469
Marine-Roig, Estela. (2017). Measuring destination image through travel reviews in search engines. Sustainability (Switzerland), 9(8). https://doi.org/10.3390/su9081425
Martín-Santana, J. D., Beerli-Palacio, A., & Nazzareno, P. A. (2017). Antecedents and consequences of destination image gap. Annals of Tourism Research, 62, 13–25. https://doi.org/10.1016/j.annals.2016.11.001
Miah, S. J., Vu, H. Q., Gammack, J., & McGrath, M. (2017). A Big Data Analytics Method for Tourist Behaviour Analysis. Information and Management, 54(6), 771–785. https://doi.org/10.1016/j.im.2016.11.011
Moutinho, L. (1987). Consumer Behaviour in Tourism. European Journal of Marketing, 21(10), 5–44. https://doi.org/10.1108/EUM0000000004718
Nguyen, X. T. (2020). Factors that influence the intentions to revisit Korea of Vietnamese tourists. Journal of Asian Finance, Economics and Business, 7(4), 247–258. https://doi.org/10.13106/jafeb.2020.vol7.no4.247
Picazo Peral, P. (2016). Modelos de conformación de la imagen de destinos turísticos y empresas de alojamiento. Análisis de contol del turoperador en las estrategias de promoción y precio. Universidad de Las Palmas de Gran Canaria.
Pike, S, & Kotsi, F. (2020). Perceptions of stopover destinations during long haul air travel: A mixed methods research approach in four countries. Tourism Analysis, 25(2–3), 261–272. https://doi.org/10.3727/108354220X15758301241774
Pike, S. (2002). Destination image analysis - A review of 142 papers from 1973 to 2000. Tourism Management, 23(5), 541–549. https://doi.org/10.1016/S0261-5177(02)00005-5
Pourfakhimi, S., Duncan, T., & Coetzee, W. J. L. (2020). Electronic word of mouth in tourism and hospitality consumer behaviour: state of the art. Tourism Review. https://doi.org/10.1108/TR-01-2019-0019
Pujiastuti, E. E., Utomo, H. J. N., & Novamayanti, R. H. (2020). Millennial tourists and revisit intention. Management Science Letters, 10(12), 2889–2896. https://doi.org/10.5267/j.msl.2020.4.018
Royo-Vela, M. (2009). Rural-cultural excursion conceptualization: A local tourism marketing management model based on tourist destination image measurement. Tourism Management, 30(3), 419–428. https://doi.org/10.1016/j.tourman.2008.07.013
Sabari, S. R. (2020). Impact of cognitive and affective image on tourists’ travel motivation. Indian Journal of Marketing, 50(5–7), 35–45. https://doi.org/10.17010/ijom/2020/v50/i5-7/152118
Servidio, R. (2015). Images, affective evaluation and personality traits in tourist behaviour: An exploratory study with Italian postcards. Tourism Management Perspectives, 16, 237–246. https://doi.org/10.1016/j.tmp.2015.08.003
Shehab, E., & Som, A. P. M. (2020). Destination image, political stability, tourist trust and loyalty in Jerusalem, palestine: A review. International Journal of Innovation, Creativity and Change, 13(3), 467–481.
Sparks, B. A., Perkins, H. E., & Buckley, R. (2013). Online travel reviews as persuasive communication: The effects of content type, source, and certification logos on consumer behavior. Tourism Management, 39, 1–9. https://doi.org/10.1016/j.tourman.2013.03.007
Syafganti, I., & Walrave, M. (2019). Promoting a risky destination image: Assessing Indonesia’s official tourism website. E-Review of Tourism Research, 16(6), 588–605.
Tavitiyaman, P., Qu, H., Tsang, W. sze L., & Lam, C. wah R. (2021). The influence of smart tourism applications on perceived destination image and behavioral intention: The moderating role of information search behavior. Journal of Hospitality and Tourism Management, 46, 476–487. https://doi.org/10.1016/j.jhtm.2021.02.003
Toh, R. S., DeKay, C. F., & Raven, P. (2011). Travel planning: Searching for and booking hotels on the internet. Cornell Hospitality Quarterly, 52(4), 388–398. https://doi.org/10.1177/1938965511418779
Van Dyk, A., Tkaczynski, A., & Slabbert, E. (2019). Repeat tourism, destination image and behavioural intentions: implications for sustainable development in South Africa. Tourism Recreation Research, 44(3), 392–398. https://doi.org/10.1080/02508281.2019.1637610
Wu, H.-C., Li, T., & Li, M.-Y. (2016). A Study of Behavioral Intentions, Patient Satisfaction, Perceived Value, Patient Trust and Experiential Quality for Medical Tourists. Journal of Quality Assurance in Hospitality and Tourism, 17(2), 114–150. https://doi.org/10.1080/1528008X.2015.1042621
Zhang, J., Adhikari, D., Fahmy, S., & Kang, S. (2020). Exploring the impacts of national image, service quality, and perceived value on international tourist behaviors: A Nepali case. Journal of Vacation Marketing, 26(4), 473–488. https://doi.org/10.1177/1356766720942559
Descargas
Estadísticas
Publicado
Cómo citar
Número
Sección
Licencia
Derechos de autor 2024 Ernesto Batista Sánchez, Milagros Caridad Pérez Pravia
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
