Medición del valor de marca basado en las percepciones del turista internacional: una investigación sobre Villavicencio (Colombia)

Abstract

Este estudio examina el valor de marca de Villavicencio como destino turístico internacional desde el punto de vista del consumidor. Además, analiza la influencia del social media durante el Covid-19 en las intenciones de repetir la visita al destino. Se realizó un estudio cuantitativo, en el que se procesaron 130 encuestas aplicadas a turistas de diferentes países. Los resultados indican que la lealtad y la calidad percibida del destino son las dimensiones que más aportan a la construcción del valor de marca. También se observa que existe un nivel de asociación medio entre el valor de marca del destino y la intención de volver a visitar Villavicencio. Así mismo, el social media como variable de reforzamiento actúa positivamente en la intención de repetir la visita, a partir del recuerdo de las experiencias memorables. Se concluye que los turistas son leales a Villavicencio porque el destino les proporciona experiencias de calidad que superan a las ofrecidas por otros destinos con características similares.

Loyalty in the time of COVID-19: A review of the literature in tourism destination settings

“…As indicated in Table 1 , the majority of the articles reported that their survey participants were domestic tourists, which is not surprising due to travel restrictions and border closures during 2020. Indeed, most studies that used samples of international tourist respondents collected their survey data later in 2021 (e.g., Otero-Gomez and Giraldo-Perez, 2022 ; Šerić and Mikulić, 2022 ; Carvache-Franco et al, 2022a , b ). Of the reviewed studies, 7 utilized co-variance based structural equation modeling (CB-SEM), while 11 employed partial least squares structural equation modeling (PLS-SEM), in line with the growing popularity of PLS-SEM in tourism marketing research ( Hair et al, 2021 ).…”

“…Three journals published more than one of the works reviewed: Sustainability (five articles), Journal of Destination Marketing & Management (three articles), and Current Issues in Tourism (two articles). The fact that two studies were published in Spanish language journals by Otero-Gomez and Giraldo-Perez (2022) in Revista Universidad & Empresa , and by Garcia-Reinoso et al (2021) in El Periplo Sustentable reflects the growing interest of academics based in Latin America to disseminate their research to broader audiences through journals indexed in international databases ( Cruz-Milán, 2014 ). The review identified recurrent theories and conceptual frameworks under which the hypotheses were developed.…”

“…The review of the research results reported in the articles reveal a variety of constructs that predict destination loyalty as illustrated in Figure 1 . The determinants of destination loyalty found as statistically significant with available effects as Beta coefficients ( Vogt and Johnson, 2016 ) were: satisfaction (β = 0.790) by Papadopoulou et al (2022) ; destination image (β = 0.530) by Zaman et al (2021) ; emotional and functional value (β = 0.477) by Carvache-Franco et al (2022b) ; perceived values (β = 0.382) and emotions (β = 0.434) by Tu et al (2022) ; happiness (β not reported) by Kralikova et al (2021) ; cultural-archaeological and sun-beach motivations (β not reported) by Garcia-Reinoso et al (2021) ; emotional solidarity’s dimensions of feeling welcomed (β = 0.560), emotional closeness (β = 0.240), and sympathetic understanding (β = 0.530) by Woosnam et al (2021) ; tourists’ cultural intelligence (β = 0.166) by Zaman et al (2021) ; destination experiencescape’s dimensions of key attractions (β = 0.250) auxiliary elements (β = 0.380), and atmosphere (β = 0.230) by Lin et al (2022) ; and the overall consumer-based brand equity (CBBE) of the destination (β = 0.590) by Otero-Gomez and Giraldo-Perez (2022) .…”

“…While the previously mentioned constructs are among those usually found in the tourism marketing and destination loyalty literature, other research models examined the effects of constructs more closely operationalized to measure consumers’ perceptions and attitudes specifically related to COVID-19. For instance, Otero-Gomez and Giraldo-Perez (2022) demonstrated the impact of information posted on social media about the destination during the pandemic (β = 0.263) on destination loyalty. The study by Rather (2021) also found the effect of social media information about the destination (β = 0.610) as an antecedent of tourist’s engagement, which in turn had an impact (β = 0.630) on destination loyalty, exhibiting a partial mediation.…”