¿Cómo impulsa la Comunicación Integrada de Marketing la satisfacción del huésped?: Una propuesta a través del conocimiento ecológico y la co-creación de valor

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Publicado 11-02-2022
Mariia Bordian
Irene Gil-Saura
Maja Šerić

Resumen

La creciente necesidad de aumentar la eficacia de las estrategias de comunicación en el sector hotelero impulsa la investigación acerca de cómo es posible intensificar sus efectos. De entre las distintas alternativas, el enfoque CIM basado en la sostenibilidad empieza a adquirir cada vez más importancia. El presente trabajo tiene como objetivo examinar las relaciones entre la CIM para la sostenibilidad, el conocimiento ecológico, la co-creación de valor y la satisfacción. Sobre la base de los efectos en cadena que se investigan, se propone un modelo teórico, que se contrasta a partir de un estudio empírico con una muestra de 303 huéspedes, en hoteles de Kyiv (Ucrania). Los resultados revelan que la CIM para la sostenibilidad tiene una influencia significativa en la satisfacción; además, evidencian que la satisfacción aumenta cuando el conocimiento ecológico y la co-creación de valor median esta relación, mostrándose como vías para impulsar el efecto de la CIM. Finalmente, se observa en lo relativo al motivo de viaje que, para los huéspedes de negocio, frente a los de ocio, la CIM tiene un efecto mayor en el nivel de conocimiento ecológico que a su vez lleva a un grado más alto de satisfacción con el hotel.

Cómo citar

Bordian, M., Gil-Saura, I., & Šerić, M. (2022). ¿Cómo impulsa la Comunicación Integrada de Marketing la satisfacción del huésped?: Una propuesta a través del conocimiento ecológico y la co-creación de valor. Cuadernos De Gestión, 22(1), 7–20. https://doi.org/10.5295/cdg.201303ig
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Keywords

CIM para la sostenibilidad, conocimiento ecológico, co-creación de valor, satisfacción, motivo de viaje, industria hotelera

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