Nivel de Satisfacción e Intención de Repetir la Visita Turística. El Caso del Cantón Playas, en Ecuador

Abstract

* Autor a quien debe ser dirigida la correspondencia.Recibido Mar. 14, 2017; Aceptado May. 16, 2017; Versión final Jul. 5, 2017, Publicado Feb. 2018 Resumen La presente investigación estudia la relación entre los diversos atributos que explican la satisfacción percibida por el turista y su influencia en la intención de repetir la visita turística al Cantón Playas, Ecuador. En el estudio se consideran algunas características socio-demográficas de los encuestados tales como estado civil, edad, ingreso mensual, ciudad de origen y el hecho de viajar solo o acompañado. Se aplicó una encuesta a una muestra final de 556 turistas en dos instancias de feriados locales. Se utilizó un análisis de regresión logística binaria como herramienta para determinar la probabilidad de repetir la visita turística. Los principales resultados del modelo evidenciaron que las variables socio-demográficas nivel de educación, ciudad de origen y viajar acompañado, así como atributos relacionados a la variedad de la oferta turística, precio, clima y los canales de distribución son estadísticamente significativos. En otras palabras, aquellos que respondieron positivamente a los cuatro atributos, tienen un alto grado de estudio, viven en zonas aledañas y viajan acompañados y tienen mayores probabilidades de repetir la visita al cantón Playas. Palabras clave: satisfacción turística; repetición de visita; regresión logística binaria; atributos turísticos. Level of Satisfaction and Intention of Repeating the Touristic Visit. The Case of Canton Playas, in Ecuador AbstractThis work studies the relationship between various attributes that may explain the perceived satisfaction of tourists and their influence on the intention of repeating the visit to the Cantón Playas, Ecuador. The study considers some socio-demographic characteristics of the respondents such as marital status, age, monthly income, city of origin and whether they travel alone or accompanied. A survey was applied to a final sample of 556 tourists in two periods of local holidays. A binary logistic regression analysis was used as a tool to determine the likelihood of repeating the visit. The main results of the model showed that the sociodemographic variables level of education, city of origin and accompanied traveling, as well as attributes related to the variety of the touristic offer, price, climate and distribution channels are statistically significant. In other words, those who responded positively to the four attributes have a high level of education, live in surrounding areas and travel accompanied, are more likely to repeat the visit to Playas.

The Global Environment Facility and Latin American Countries

“…As indicated, the sources of the articles analysed come from central countries and go back to a decade. Morales et al (2018) locate in the mid-1980s the first scientific clorenzo@conicet.gov.ar publications in the world that linked tourism to climate change. Other authors refer to research on tourism and climate in the late nineties in this sense.…”

“…In perspective of the destinations, many cold places would enjoy the mild climate, many mild destinations would get warmer and many warm ones would suffer from oppressive temperatures. Thus, in warm destinations, drought events and heat waves would be more frequent, which would result in the rise of cooling costs, and in the increase of diseases, with the consequent decrease in tourism (Da Cruz 2009;Morales et al 2018;Moreno Moreno et al 2015;Rubio 2017). In winter destinations, the reduction of snow (in quality and quantity) would shorten the winter season, which would affect the possibility of practising certain tourist activities (e.g.…”

“…skiing) and would increase the costs of producing artificial snow. However, summer season would also be longer; this would happen in destinations such as Canada, Northern Europe, Russia and on certain beaches during wintertime (Aguirre González 2011; Morales et al 2018;Moreno Moreno et al 2015;Nava Escudero 2008).…”

“…This type of tourism includes sun and beach or coastal tourism and snow, winter or ski tourism. Consequently, locations, where it takes place, would be the most affected ones: coasts and tropical islands (particularly the smaller ones), mountains and polar regions (Buzinde et al 2010;Mancilla Velasco et al 2014;Morales et al 2018;Rubio 2017). According to Morales et al (2018), it is not by chance that those first studies on tourism and climate focused on coastal and snow destinations.…”

Factores que Influyen en el Precio de Hoteles en Booking.com. El Caso de Santiago de Chile

“…La información juega un papel fundamental en la comercialización de servicios de alojamiento en la industria del turismo. La naturaleza intangible de tales servicios y la compra anticipada al consumo, hacen que la información juegue un papel aún más crítico a la hora de tomar la decisión de compra (Xiang et al, 2015, Morales et al, 2018. En este sentido, internet tiene un rol relevante en la provisión de información, mejorando el acceso a la misma por parte de los consumidores finales (Yacouel y Fleischer, 2012).…”