Segmentación del mercado de un destino turístico de interior. El caso de A Ribeira Sacra (Ourense)

Roberto Carballo Meiriño; José Antonio Fraiz Brea; Noelia Araújo Vila; Elena Rivo López

doi:10.25145/j.pasos.2016.14.024

Autores

Roberto Carballo Meiriño
José Antonio Fraiz Brea
Noelia Araújo Vila Universidad de Vigo
Elena Rivo López

DOI:

https://doi.org/10.25145/j.pasos.2016.14.024

Palavras-chave:

turismo rural, turismo interno

Resumo

Segmentación del mercadoA Ribeira Sacra é um destino turístico localizado entre as duas províncias do interior da Galiza. Neste espaço geográfico desenvolvemos uma pesquisa para descrever o perfil dos visitantes e para identificar diferentes segmentos de consumidores com base nas motivações turísticas, descrevendo variáveis que definem cada grupo. A heterogeneidade detectada nas motivações dos consumidores mostra que a oferta turística e as estratégias de comunicação devem ser orientadas para aqueles segmentos de consumidores que mais valorizam os atractivos que constituem as vantagens diferenciais da zona: os atractivos naturais e patrimoniais do território analisado. As constatações visam contribuir para melhorar a estratégia de promoção e marketing deste destino turístico para cada um dos segmentos identificados.

Downloads

Não há dados estatísticos.

Referências

Alaminos, A. y Castejón, J.L. 2006. Elaboración, análisis e interpretación de encuestas, cuestionarios y escalas de opinión. Alicante: Editorial Marfil, S.A

Anderson, E. W. y Sullivan, M. W 1993. “The antecedents and consequences of customer satisfaction for firms” in Marketing Science, vol. 12 (Primavera), pp.125-143.

Baker, D. A. y Crompton, J. L. 2000. “Quality, satisfaction and behavioral intentions”, in Annals of Tourism Research, vol. 27, núm. 3, pp.785-804.

Bigné, J. E.; Sánchez, M. I. y Sánchez J. 2001. “Tourism image, evaluation variables and after purchase behaviour: Inter-relationship”, in Tourism Management, vol. 22, núm. 6, pp.607-616.

Buhalis, D. 2000. “Marketing the competitive destination of the future”, in Tourism Management, vol. 21, núm. 1, pp. 97-116.

Burns, A. C. y Bush, R. F. 2000. Marketing research. Upper Saddle River (New Jersey): Prentice Hall (3a ed.).

Casal, J. y Mateu, E. 2003. “Tipos de muestreo”, Rev. Epidem. Med. Prev., 1: 3-7.

Cea, M. A. 2002. Análisis multivariable. Teoría y práctica en la investigación social. Madrid: Síntesis.

Cha, S., McCleary, K. W. y Uysal, M. 1995. “Travel motivation of Japanese overseas travelers: A factor-cluster segmentation approach”, in Journal of Travel Research, vol. 34, núm. 1, pp. 33-39.

Chi, C. G.-Q. y Qu, H. 2008. “Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach”, in Tourism Management, vol. 29, núm. 4, pp. 624-636.

Correia, A.; Oom P. y Moço C. 2007. “Modeling motivations and perceptions of Portuguese tourists”, in Journal of Business Research, vol. 60, núm. 1, pp. 76-80.

Crompton, J. L. 1979. “Motivations for pleasure vacation”, in Annals of Tourism Research, vol. 6, núm. 4, pp. 408-424.

Dann, G. M. 1981. “Tourism motivations: An appraisal”, in Annals of Tourism Research, vol. 8, núm. 2, pp. 189-219.

De Vaus, D. 2002. Analyzing social science data. London: Sage.

Devesa, M.; Laguna, M. y Palacios, A. 2010. “The role of motivation in visitor satisfaction: Empirical evidence in rural tourism”, in Tourism Management, vol. 31, núm. 4, pp. 547-552.

Fodness, D. 1994. “Measuring tourist motivation”, in Annals of Tourism Research, vol. 21, núm. 3, pp. 555-581.

Frank, R.E., Massy, W.F. y Wind, Y. 1972. Market segmentation. Englewood Cliffs, NJ: Prentice-Hall.

Frochot, I. 2005. “A benefit segmentation of tourists in rural areas: a Scottish perspective”, in Tourism Management, vol. 26, núm. 3, pp. 335-346.

Jang, S. C.; Morrison, A. M. y O’Leary J. T. 2002. “Benefit segmentation of Japanese pleasure travelers to the USA and Canada”, in Tourism Management, vol. 23, núm. 4, pp. 367-378.

Kau, A. K. y Lim, P. S. 2005. “Clustering of Chinese tourists to Singapore: An analysis of their motivations, values and satisfaction”, in International Journal of Tourism Research, vol. 7, pp. 231-248.

Kotler, P.; Haider, D. H. y Rein, I. J. 1993. Marketing places: attracting investment, industry, and tourism to cities, states, and nations. Nueva York: Free Press.

Kozak, M. 2002. “Comparative analysis of tourist motivations by nationality and destinations”, in Tourism Management, vol. 23, núm. 3, pp. 221-232.

Lévy, J. P. y Varela, J. (dir.) 2003. Análisis multivariable para las ciencias sociales. Madrid: Pearson.

Lichrou, M.; O’Malley, L. y Patterson, M. 2008. “Place-product or place narrative(s)? Perspectives in the marketing of tourism destinations”, in Journal of Strategic Marketing, vol. 16, núm. 1, pp. 27-39.

Laguna, M. y Palacios, A. 2009. “La calidad percibida como determinante de tipologías de clientes y su relación con la satisfacción: Aplicación a los servicios hoteleros”, in Revista Europea de Dirección y Economía de la Empresa, vol. 18, núm. 3, pp. 189-212.

Luque, T. (coord.) 2000. Técnicas de análisis de datos en investigación de mercados. Madrid: Pirámide.

Murphy, P.; Pritchard, M. P. y Smith, B. 2000. “The destination product and its impact on traveller perceptions”, in Tourism Management, vol. 21, núm. 1, pp. 43-52.

Nash, R. y Martin, A. 2003. “Tourism in peripheral areas - The challenges for northeast Scotland”, in International Journal of Tourism Research, vol. 5, núm. 3, pp. 161-181.

Oliver, R. L. 1980. “A cognitive model of the antecedents and consequences of satisfaction decisions”, in Journal of Marketing Research, 27 (Noviembre), pp. 460-469.

Oliver, R. L. 1999. “Whence consumer loyalty?”, in Journal of Marketing, 63 (número especial), pp. 33-44.

Pizam, A. y Ellis, T. “Customer satisfaction and its measurement in hospitality enterprises”, International Journal of Contemporary Hospitality Management, 11 (7), 326-339.

Ryan, C. y Glendon, I. 1998. “Application of leisure motivation scale to tourism”, in Annals of Tourism Research, vol. 25, núm. 1, pp. 169-184.

Santesmases, M. 1999. Marketing. Conceptos y estrategias. Madrid: Pirámide.

Sharpley, R. 2002. “Rural tourism and the challenge of tourism diversification: The case of Cyprus”, in Tourism Management, vol. 23, núm. 3, pp. 233-244.

Wilkie, W.L. 1994. Consumer behavior. New York: Wilie & Sons.

Yoon, Y. y Uysal, M. 2005. “An examination of the effects of motivation and satisfaction on destination loyalty: A structural model”, in Tourism Management, vol. 26, núm. 1, pp. 45-56.