Film-induced tourism: A latent class segmentation based on satisfaction and future intentions

  • Ángel Millán University of Castilla-La Mancha
  • Juan A. García University of Castilla-La Mancha
  • Estrella Díaz University of Castilla-La Mancha
Palabras clave: Turismo cinematográfico, Satisfacción, Lealtad, Segmentación, Análisis clúster de clases latentes

Resumen

El turismo cinematográfico se ha convertido en el motor de desarrollo turístico para muchos destinos. El objetivo de esta investigación es evaluar los efectos de una ruta cinematográfica sobre: (1) el tamaño relativo de varios grupos de visitantes; (2) la satisfacción general; (3) las intenciones de volver a visitar el destino; y (4) las intenciones de recomendarlo. Los resultados obtenidos a partir de una encuesta a 226 visitantes indican que el tamaño de los tres grupos identificados varió significativamente como resultado de la campaña de promoción de la ruta cinematográfica, mientras que la satisfacción general con el destino y las intenciones de recomendarlo disminuyeron. El estudio cubre algunos huecos de investigación en el ámbito del turismo cinematográfico, proponiendo una segmentación basada en la satisfacción de los visitantes y sus intenciones de lealtad. Esta investigación proporciona recomendaciones para los promotores de la ruta cinematográfica y las organizaciones de marketing del destino.

Biografía del autor/a

Ángel Millán, University of Castilla-La Mancha

Associate Professor of Marketing

Juan A. García, University of Castilla-La Mancha
Assistant Professor of Marketing
Estrella Díaz, University of Castilla-La Mancha
Assistant Professor of Marketing

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Publicado
2016-07-24
Cómo citar
Millán, Ángel, García, J., & Díaz, E. (2016). Film-induced tourism: A latent class segmentation based on satisfaction and future intentions. PASOS Revista De Turismo Y Patrimonio Cultural, 14(4), 875-888. https://doi.org/10.25145/j.pasos.2016.14.057
Sección
Artículos