Efectos de las promociones en precios sobre la satisfacción del turista: Examen de la relación entre el precio y la satisfacción

Sara Campo Martínez; María J. Yagüe Guillén

doi:10.25145/j.pasos.2007.05.011

Autores

Sara Campo Martínez
María J. Yagüe Guillén

DOI:

https://doi.org/10.25145/j.pasos.2007.05.011

Palavras-chave:

Promoções de preços, Qualidade do serviço, Satisfação, Pacote turístico

Resumo

No mercado turístico é frequente o uso de promoções a preços, a fim de aumentar as vendas de um produto. No entanto, a utilização destas ferramentas promocionais de forma indiscriminada pode afectar a avaliação do consumidor da compra e os resultados empresariais a longo prazo. Este trabalho analisa o efeito das promoções em preços sobre a avaliação do turista do produto adquirido e sobre seu nível de satisfação, e é aplicado à compra de um pacote turístico- co. Para realizar a análise é realizada uma pesquisa empírica focada nos turistas que viajaram da Espanha para os países da América do Sul, América Central e Caribe através da compra de um pacote turístico. Os resultados indicam que a qualidade percebida na viagem é a variável que tem uma maior influência na formação da satisfação do turista. Além disso, o efeito das promoções em preços sobre a satisfação é indireto, negativo e tem uma forma não linear.

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Biografia do Autor

Sara Campo Martínez

Sara Campo Martínez y María J. Yagüe Guilléna son profesoras del Departamento de Financiación e Investigación Comercial de la Universidad Autônoma de Madrid

María J. Yagüe Guillén

Sara Campo Martínez y María J. Yagüe Guilléna son profesoras del Departamento de Financiación e Investigación Comercial de la Universidad Autônoma de Madrid .

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