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
Revista:
Contaduría y administración

ISSN: 0186-1042 2448-8410

Ano de publicación: 2012

Volume: 57

Número: 4

Páxinas: 253-286

Tipo: Artigo

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

Outras publicacións en: Contaduría y administración

Resumo

Este trabajo propone un modelo causal de múltiples relaciones entre la reputación de marca de un destino turístico y los efectos de las emociones como estímulos de respuestas del turista durante su visita; asimismo, se desea saber cómo estas variables establecen su confianza para conseguir su satisfacción. El estudio se contrastó empíricamente para el caso del destino turístico ecoarqueológico mundo maya-México; por ello, se desarrolló un marco teórico multidisciplinar con aportaciones de la teoría de señales, la teoría de emociones en marketing y el marketing de relaciones; este modelo desarrollado y propuesto se centró en dos enfoques: el cognitivo-afectivo de la satisfacción y el de factores afectivos procedente de la psicología ambiental. Los resultados que se obtuvieron corroboran la mayoría de nuestras hipótesis y arrojan resultados importantes en el ámbito académico y profesional. Así, la reputación del destino, las emociones y la confianza del consumidor resultan determinantes sobre la satisfacción del turista durante su visita a un destino turístico.

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