Turismo inducido por el cine: Una segmentación de clases latente basada en la satisfacción y las intenciones futuras
DOI:
https://doi.org/10.25145/j.pasos.2016.14.057Keywords:
film-induced tourism, satisfaction, loyalty, segmentation, latent class cluster analysisAbstract
Film tourism has emerged as a driver of tourism development for many destinations. The objective of this research is to evaluate the effects of a film tour on the: (1) relative size of various clusters of visitors; (2) overall satisfaction; (3) intentions to revisit the destination; and (4) intentions to recommend it. The results obtained from a survey of 226 visitors indicate that the size of the three clusters identified varied significantly as a result of the film tour’s promotional campaign, while overall satisfaction with the destination and intentions to recommend it decreased. The study contributes towards bridging gaps in the research in the area of film-induced tourism since it proposes a segmentation based on visitors’ satisfaction and their loyalty intentions. This research provides recommendations to promoters of the film tour considered and the destination marketing organizations.
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