Examining the relationship between online distribution channels and tourist satisfaction and loyalty

  1. Antón Maraña, Paula 1
  2. Puche Regaliza, Julio César 1
  3. Arranz Val, Pablo 1
  4. Aparicio Castillo, Santiago 1
  1. 1 Department of Applied Economics, Faculty of Economics, University of Burgos
Revista:
Tourism & Management Studies

ISSN: 2182-8466,  2182-8458

Any de publicació: 2023

Volum: 19

Número: 4

Pàgines: 7-20

Tipus: Article

DOI: 10.18089/TMS.2023.190401 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Altres publicacions en: Tourism & Management Studies

Objectius de Desenvolupament Sostenible

Resum

A pesar de que Internet y el comercio electrónico han contribuido positivamente al sector turístico, no existen muchas investigaciones empíricas sobre la transformación de los canales de distribución ni que consideren el uso de Internet en la planificación del viaje como un antecedente de la satisfacción y lealtad del turista. Este trabajo pretende comprobar la influencia de los canales de distribución online en la planificación del viaje de los turistas sobre su nivel de satisfacción global y su lealtad al destino y diferenciar el perfil de los turistas digitales y tradicionales. Se utilizan técnicas de investigación cuantitativa para analizar el conjunto de datos formado por 1.387 encuestas de turistas que visitan la provincia de Burgos, España. Entre los encuestados, el 65% busca información online y el 54% reserva o paga servicios online. Según el análisis de regresión ordinal, el uso de los canales en línea no influye significativamente en el nivel de satisfacción, pero según la regresión logística binaria, influye significativamente en la lealtad. Los resultados proporcionan información valiosa para el desarrollo de estrategias de marketing en las organizaciones turísticas y apoyan a los responsables de la toma de decisiones en la creación de destinos turísticos competitivos resilientes ante el reto. demográfico de la despoblación

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Fuente de los datos: Dialnet