Análisis sobre la reputación de marca, las emociones y la confianza como formadoras de la satisfacción del turista

  1. Rafael Fabricio Matos Cámara
  2. Sonia San Martín Gutiérrez
Contaduría y administración

ISSN: 0186-1042

Year of publication: 2012

Volume: 57

Issue: 4

Pages: 253-286

Type: Article

DOI: 10.22201/FCA.24488410E.2012.165 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Contaduría y administración


Cited by

  • Dialnet Metrics Cited by: 5 (26-09-2023)
  • Dimensions Cited by: 4 (04-04-2023)


  • Social Sciences: B


(Data updated as of 04-04-2023)
  • Total citations: 4
  • Recent citations: 1
  • Field Citation Ratio (FCR): 1.59


This paper proposes a causal model of multiple relationships between the brand reputation of a tourist destination and the effects of emotions as stimuli for tourist responses while visiting; it also aims at finding out how these variables provide trust to ensure their satisfaction. The study has been empirically compared for the case of an eco-archaeological tourism destination, Mayan World-Mexico. To this purpose, we develop a multidisciplinary framework with inputs from the signal theory, the theory of emotions in marketing and relationship marketing. Additionally, the developed and proposed model conceives two approaches: the satisfaction cognitive-affective approach and the affective factors approach from environmental psychology. The obtained results confirm most of our hypotheses and show interesting results in the academic and professional fields. Thus, the reputation of destination, consumer emotions and trust are critical for tourists' satisfaction during their visit to a tourist destination.

Bibliographic References

  • Aaker, D.A.. (1996). Construir marcas poderosas. Ediciones Gestión. Barcelona.
  • Agarwal, J., Malhotra, N. K.. (2005). An integrated model of attitude and affect: theoretical foundation and an empirical investigation. Journal of Business Research. 58. 483-493
  • Akerlof, G.A.. (1970). The market for "Lemons": Qualitative uncertainty and the market mechanism. Quaterly Journal of Economics. 86. 488-500
  • Akerlof, G.A.. (2002). La macroeconomía conductual y la conducta macroeconómica. Revista Asturiana de Economía. 25. 7-47
  • Bagozzi, R. P., Gopinath, M., Nyer, P.U.. (1999). The Role of Emotions in Marketing. Journal of the Academy of Marketing Science. 27. 184-206
  • Bagozzi, R. P., YI, Y.. (1988). On the evaluation of structural equation models. Journal of Marketing Science. 6. 74-94
  • Bagozzi, R. P.. (1997). Goal-directed behaviours in marketing: the role of emotion, volition, and motivation. Psychology and Marketing. 4. 309-313
  • Barber, B.. (1983). The logic and limits of trust. Rutgers University Press. New Brunswick^eNJ NJ.
  • Bart y Shankar, V., Sultan, F., Urban, G.L.. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of Marketing. 69. 133-153
  • Bellman, S., Lohse, G. L., Johnson, E. J.. (1999). Predictors of Online Buying Behavior. Communications of the ACM 4. 12. 32-38
  • Bennett, R., Gabriel, H.. (2001). Reputation, trust and supplier commitment: the case of shipping company/seaport relations. Journal of business and Industrial Marketing. 16. 424-438
  • Bergen, M., Dutta, S., Walker JR., O.C.. (1992). Agency relationships in marketing: a review of the implications and applications of agency and related theories. Journal of Marketing. 56. 1-24
  • Berry, L.L.. (1983). Relationship marketing. Emergin perspectives on service marketing.
  • American Marketing Association. Chicago. 25-28
  • (1995). Relationship Marketing of Services-Growing Interest, emerging Perspectives. Journal of the Academy of Marketing Science. 23. 236-245
  • Bigné, J.E., Andreu, L.. (2004). Modelo cognitivo-afectivo de la satisfacción en servicios de ocio y turismo. Cuadernos de Economía y Dirección de la Empresa. 21. 89-120
  • Bigné, J.E., Gnoth, J.. (2005). The theme park experience: an analysis of pleasure, arousal and satisfaction. Tourism Management. 26. 833-844
  • Bigné, J.E., Mattila, A. S., Andreu, L.. (2008). The impact of experiential consumption cognitions and emotions on behavioral intentions. Journal of Services Marketing. 22. 303-315
  • Buttle, F.. (1996). Where do we go now in relationship marketing? Relationship Marketing. Theory and Practice. Paul Chapman Publishing. London. 188-195
  • Chu, W., Chu, W.. (1994). Signalling quality by selling through a reputable retailer: an example of renting the reputation of another agent. Marketing Science. 13. 177-189
  • Cohen, J.B., Areni, C. S.. (1991). Affect and Consumer Behavior. Handbook of Consumer Behavior. Prentice Hall. Englewood Cliffs^eNJ NJ. 183-240
  • Cristopher, M., Payne, A., Ballantyne, D.. (1991). Relationship Marketing. Oxford.
  • Cronin, J. J., Brady, M. K., Hult, G.T.M.. (2000). Assessing the effects of quality, value and customer satisfaction on consumer bahavioral intentions in service environments. Journal of Retailing. 76. 193-218
  • De Rojas, M., Camarero, M. C.. (2006). Experience and satisfaction of visitors to museums and cultural exhibitions. International Review on Public and Non Profit Marketing. 3. 49-65
  • De Rojas, M.. (2008). Visitors' experience, mood and satisfaction in a heritage context: evidence from an interpretation center. Tourism Management. 29. 525-537
  • Doney, P.M, Cannon, J.P.. (1997). An Examination of the nature of trust in buyer-seller relationships. Journal of Marketing. 61. 35
  • Donovan, R.J., Rossiter, J.R.. (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing. 58. 34-57
  • Dwyer, F. R, Schurr, P. H., Sejo, O.H.. (1987). Developing buyer-seller relationships. Journal of Marketing. 51. 11-27
  • Erdem, T., Swait, J.. (1998). Brand equity as a signalling phenomenon. Journal of Consumer Psychology. 7. 131-158
  • Erdem, T., Louviere, J.. (2002). The Impact of brand credibility on consumer price sensitivity. Journal of Research in Marketing. 19. 1-19
  • Evans, J., Laskin, L.. (1994). The relationship marketing process: A conceptualisation and application. Industrial Marketing Management. 23. 439-52
  • Fernández, M., Martín, J. D.. (2006). La confianza y el compromiso como factores clave del éxito de las relaciones comerciales: una aplicación empírica en el sistema de franquicia. Revista Europea de Dirección y Economía de la Empresa. 15. 77-100
  • Fombrun, C, Gardberg, N., Sever, J.. (2000). The Reputation Quotient: a multi-stakeholder measure of corporate reputation. Journal of Brand Management. 7. 241-255
  • Frijda, N. H.. (1986). The emotions. Cambridge University Press.
  • Ganesan, S.. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing. 58. 1
  • Garbarino, E., Johnson, M.S.. (1999). The different roles of satisfaction, trust, and commitment in customer relationship. Journal of Marketing. 63. 70-87
  • Gilpin, S. C.. (1996). Relationship Marketing. Theory and Practice. Paul Chapman Publishing. 145-158
  • Goossens, C.. (2000). Tourism information and pleasure motivation. Annals of Tourism Research. 27. 301-321
  • Gummesson, E.. (1996). Relationship marketing and imaginary organizations: a synthesis. European Journal of Marketing. 30. 31-44
  • Hall, R.. (1993). A framework linking intangible resources and capabiliites to sustainable competitive advantage. Strategic Management Journal. 14. 607-618
  • Havlena, W.J., Holbrook, M.B.. (1986). The varieties of consumption experience: comparing two typologies of emotion in consumer behavior. Journal of Consumer Research. 13. 394-404
  • Hawes, J. M., Mats, K. E., Swan, J. E.. (1989). Trust earning perceptions of sellers and buyers. Journal of Personal Selling and Sales Management. 9. 1-8
  • Herbig, P., Milewicz, J.. (1993). The relationship of reputation and credibility to brand success. Journal of Consumer Marketing. 10. 18-24
  • Herbig, P.. (1996). Market signalling: a review. MCB University Press. 34. 35-45
  • Hess, J., Story, J.. (2005). Trust-based commitment: multidimensional consumer-brand relationships. Journal of Consumer Marketing. 22. 313-322
  • Ibrahim, E., Gill, J.. (2005). A positioning strategy for a tourist destination, based on analysis of customers perceptions and satisfactions. Marketing Intelligence and Planning. 23. 172-188
  • Jackson, B. B.. (1985). Build customer relationships that last. Harvard Business Review. 120-128
  • Kirmani, A., Wright, P.. (1989). Money talks: perceived advertising expense and expected product quality. Journal of Consumer Research. 16. 344-353
  • Kozak, M.. (2001). Repeaters behaviour at two distinct destinations. Annals of Tourism Research. 28. 784-807
  • Kreps, D.V., Wilson, R.. (1982). Reputation and imperfect information. Journal of Economic Theory. 27. 253-279
  • Lacey, R.. (2007). Relationship drivers of customer commitment. Journal of Marketing Theory and Practice. 15. 315-333
  • Lara, G.. (2006). La investigación arqueológica en Honduras: lecciones aprendidas para una futura proyección. Revista Pueblos y Fronteras Digital. 2. 1870-4115
  • Lassala, C., Ruiz, C., Sanz, S.. (2010). Implicaciones de la satisfacción, confianza y lealtad en el uso de los servicios bancarios online. un análisis aplicado al mercado español. Revista Europea de Dirección y Economía de la Empresa. 19. 27-46
  • Lemon, K. N., White, T. B., Winer, R. S.. (2002). Dynamic customer relationship management: incorporating future considerations into the service retention decision. Journal of Marketing. 66. 1-14
  • Macintosh, G., Lockshin, L. S.. (1997). Retail relationship and store loyalty: a multi-level perspective. International Journal of Research in Marketing. l. 487-497
  • Mano, H., Oliver, R. L.. (1993). Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction. Journal of Consumer Research. 20. 451-466
  • Mayer, R. C., Davis, J. H., Shoorman, F. D.. (1995). An integrative model of organizational trust. Academy of Management Review. 20. 709-734
  • Mehrabian, A., Russell, J. A.. (1974). An approach to environmental psychology. MIT Press. Cambridge^eMass Mass.
  • Mitchell, Wayne, Vincent. (1999). Consumer perceived risk: conceptualisations and models. European Journal of Marketing. 33. 163-195
  • Moorman, C., Deshpandé, R., Zaltman, G.. (1993). Factors affecting trust in market research relationships. Journal of Marketing. 57. 81-101
  • Morgan, R.M., Hunt, S. D.. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing. 58. 20-38
  • Nurosis, M. J.. (1993). SPSS. Statistical data analysis. SPSS Inc.
  • Obiol, E. M.. (2002). Marcas turísticas y territorio: un análisis geográfico del turismo valenciano. Cuadernos de Turismo. 9. 85-101
  • Oliver, R.L.. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research. 17. 460-469
  • Oliver, R.L.. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research. 20. 418-430
  • Oliver, R.L.. (1997). Satisfaction: A Behavioural Perspective on the Customer. Mc-Graw Hill. New York.
  • Peter, J. P., Olson, J.C.. (1999). Consumer Behavior and Marketing Strategy. 5. McGraw-Hill. New York.
  • Ramírez, C.. (2006). Marketing turístico. Trillas. México.
  • Real, J. E., García, R., Rodríguez, M. S., Arce, C.. (1996). Datos del estímulo único versus datos de elección preferencial en estudios sobre calidad ambiental. Psicothema. 8. 533-541
  • Russell, J. A.. (1980). A circumplex model of affect. Journal of personality and Social Psychology. 39. 1161-1178
  • Russell, J. A., Pratt, G.A.. (1980). A description of the affective quality attributed to environments. Journal of Personality and Social Psychology. 38. 311-322
  • Ruyter, K., Wetzels, M.. (1999). Commitment in auditor-client relationships: antecedents and consequences. Accounting Organizations and Society. 24. 57-75
  • San Martín, H.. (2005). Estudio de la imagen de destino turístico y el proceso global de satisfacción: adopción de un enfoque integrador.
  • San Martín, H.. (2003). La relación del consumidor con las agencias de viajes. Universidad de Burgos. España.
  • Sanzo, M., Santos, M., Vázquez, R., Álvarez, L.. (2003). The effect of market orientation on buyer-seller relationship satisfaction. Industrial Marketing Management. 32. 327-345
  • Selnes, F.. (1998). Antecedents and consequences of trust and satisfaction in buyer-seller relationships. European Journal of Marketing. 32. 305-322
  • Steenkamp, J. B., Trip., H.. (1991). The use of LISREL in validating marketing constructs. International Journal of Research in Marketing. 8. 283-299
  • Stone, R. N., Manson, J. B.. (1997). Relationship management: strategic marketing's next source of competitive advantage. Journal of Marketing Theory and Practice. 8-19
  • Ward, L. M., Russell, J. A.. (1981). The psychological representation of molar physical environments. Journal of Environmental Psychology. 110. 121-156
  • Wetzels, M., Ruyter, K., Birgelen, M. V.. (1998). Marketing service relationships: the role of commitment. Journal of Business and Industrial Marketing. 13. 406-423
  • Wirtz, J., Bateson, J. E. G.. (1999). Consumer satisfaction with services: integrating the environment perspective in services marketing into the traditional disconfirmation paradigm. Journal of Business Research. 44.
  • Yüksel, A., Yüksel, F.. (2007). Shopping risk perceptions: effects on tourists emotions, satisfaction and expressed loyalty intentions. Tourism management. 28. 703-713
  • Yüksel, A.. (2007). Tourist shopping habitat: effects on emotions, shopping value and behaviours. Tourism management. 28. 58-69
  • Zaichkowsky, J. L.. (1985). Measuring the involvement construct. Journal of Consumer Research. 12. 341-352
  • Zeithalml, V. A., Leonard, L., Berry, Parasuraman. (1996). The behavioural consequences of service quality. Journal of Marketing. 60. 31-46
  • Zins, A. H.. (2001). Relative attitudes and commitment in customer loyalty models. Some experiences in the commercial airline industry. International Journal of Service Industry Management. 12. 269-294