Tourism experiences are personal events characterized by their subjective nature. Because of this, each consumer has his or her way of perceiving the experience depending on their individual characteristics. The literature suggests that demographic and prior experience variables are factors that may influence tourists’ perceptions. While some studies have examined the influence of these factors on marketing variables, more information is still needed to help predict tourists’ behavior and to understand how they interpret experiences. This study explored whether experiential quality, satisfaction, and behavioral intentions differ according to individuals’ demographic characteristics and previous experience. An online survey collected data from 367 tourists participating in tourism experiences. A t-test for independent samples and a Kruskal–Wallis test were used for the analysis. The results showed that the main differences were between gender groups (males and females).
Las nuevas necesidades de los turistas apuntan hacia la búsqueda de experiencias, por lo que los destinos turísticos deben focalizar sus estrategias de marketing en satisfacer estas nuevas exigencias de la demanda. Así, la innovación es una forma en que los destinos pueden mejorar sus estrategias de marketing centrándose en la oferta de experiencias, puesto que las estrategias de marketing tradicionales, enfocadas en la venta de productos o servicios, han perdido eficacia. De esta forma, el objetivo de este estudio es analizar la aplicación del enfoque del marketing expe- riencial a las innovaciones de marketing de un destino turístico, principalmente en el diseño del pro- ducto y la promoción. Con esta finalidad, se realizó una revisión de la literatura sobre innovación de marketing, con base en la cual se estableció una serie de pautas para introducir innovaciones en el diseño del producto y en la promoción turística de un destino basadas en el enfoque del marketing experiencial. Por último, a partir de estas directrices, se propusieron recomendaciones para mejorar las estrategias de marketing de Ecuador como destino turístico. Los resultados indican que los cambios en el diseño del producto basados en este enfoque buscan crear experiencias únicas y memorables, mientras que las mejoras en los medios de promoción pretenden comunicar sensaciones y emociones que un turista puede experimentar durante su visita.
Airbnb in Ecuador is a platform offering since 2008 a new lodging concept that best can be described as a sharing economy model through the rental of private rooms and apartments. The article provides an overview of Airbnb’s activities in Ecuador, more in particular in 22 cities, respectively the capitals of 22 provinces, using the 16 metrics available on the platform of AirDNA. Factor analysis was applied to reduce the number of variables to three main surrogate variables (lodging typology, prices and rates, market metrics) that characterizes Airbnb and retains the original factor variability. Additionally, based on the occupation frequency of Airbnb’s rental places the cluster analysis permitted to group the cities in which Airbnb is active on the basis of the following indicators: amazon destinations, traditions, sun and beach, nature culture and events, and the country’s capital. The research provided a clear image of Airbnb’s approach and impact on the formal accommodation sector, which ultimately will enable the sector to come up with innovative products to compete more efficiently Airbnb’s market range.
A large amount of information is generated on social platforms linked to tourism activity. It is necessary to explore this information using analysis techniques based on Big Data since the result greatly values decision-making. This paper aims to evaluate the titles of the reviews published on Tripadvisor about 3 and 4-star hotels of a World Heritage City (Cáceres, Extremadura, Spain) to outline the attributes most valued by tourists. Content analysis was performed using the user-generated content (UGC) in Tripadvisor, together with techniques that facilitated the processing of the data to discover the most important characteristics assessed by clients during their stays. The analysis shows a positive evaluation of the hotels in the city of Cáceres, highlighting the hotel stay, location, service, and value for money as the most outstanding elements. Based on the results obtained, a series of recommendations have been put forward to improve hotel services, such as online promotion, the integration of comment analysis as a critical pillar for decision-making or the application of business intelligence systems. It is worth noting the importance that the implementation of Big Data techniques of analysis has for the sector, allowing for better knowledge of clients and helping to maintain a competitive position in the market.
La gestión de destinos tiene como objetivo crear una cohesión y convivencia real entre el aprovechamiento de los recursos, de tal forma que el turismo suponga una actividad económica sostenible en el territorio. En las zonas rurales, el desarrollo de experiencias turísticas potencia la dinamización de las economías de sectores primarios y secundarios, como es el caso de Extremadura (España). Mediante un análisis del caso, identificando y caracterizando las experiencias turísticas desarrolladas en esta región, se plantea como objetivo principal analizar el desarrollo de diferentes tipologías de experiencias turísticas para evaluar su capacidad y eficacia dinamizadora en un entorno rural. Los resultados muestran una tendencia a la especialización en subtipologías turísticas que ayuda al desarrollo de recursos, la inmersión de los turistas y beneficios para la población local, apostando por la creación de experiencias turísticas muy ligadas a la tradición, sociedad o actividad local.
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