Determinantes de la intención del consumidor de ir a un destino turístico. Aplicación al caso de "Mundo Maya-México"
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Publicado
18-09-2018
Sonia San Martín Gutiérrez
Rafael Fabricio Matos Cámara
Resumen
Cada destino turístico tiene una marca que puede elegir el consumidor a la hora de viajar. Este trabajo examina, a través de un modelo causal que contrastamos empíricamente para el caso de Mundo Maya-México, el papel que desempeña la reputación, las emociones y la confianza en la intención de compra de los consumidores de un destino turístico. Desarrollamos un marco teórico fundamentado en aportaciones de la teoría de señales, las teorías de las emociones y del marketing de relaciones. Se ha realizado una encuesta personal a consumidores que acuden a las agencias de viajes. Los resultados obtenidos corroboran la mayoría de nuestras hipótesis y arrojan resultados interesantes: tanto la reputación de una buena gestión y alta notoriedad del destino como el agrado y la confianza del consumidor respecto del destino resultan determinantes de la intención del turista de ir a un destino turístico.
Cómo citar
San Martín Gutiérrez, S., & Matos Cámara, R. F. (2018). Determinantes de la intención del consumidor de ir a un destino turístico. Aplicación al caso de "Mundo Maya-México". Cuadernos De Gestión, 11(1), 75–93. https://doi.org/10.5295/cdg.100178ss
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Keywords
Intención de compra, reputación, emociones, confianza, destino turístico
References
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ANDERSON, E. y B. WEITZ (1992): “The use of pledges to build and sustain commitment in distribution channels”, Journal of Marketing, Vol. 29, pp. 18-34.
BAGOZZI, R.P. (1997): “Goal-directed Behaviours in Marketing: The Role of Emotion, Volition, and Motivation”, Psychology and Marketing, Vol.4, No. 3, pp. 309-313.
BAGOZZI, R. P.; GOPINATH, M. y NYER, P.U. (1999): “The Role of Emotions in Marketing”, Journal of the Academy of Marketing Science, Vol. 27, pp. 184-206.
BAGOZZI, R.P., BAUMGARTNER, H., PIETERS, R. y ZEELENBERG, M. (2003): “The role of emotions in goal-directed behaviour”, capítulo 3 del libro The Why of Consumption. Contemporary perspectives on consumer motives, goals and desires (Eds. Ratneshwar, S., Mick, D.G. y Huffman, C.), Routledge, pp. 36-58.
BART, Y., SHANKAR, V., SULTAN, F., URBAN,G.L. (2005): “Are the drivers and role of on-line trust the same for all web sites and consumers? A large -Scale Exploratory empirical study”, Journal of Marketing, Vol. 69, No. 4, pp. 133-153.
BELLMAN, S.; LOHSE, G.L. y JOHNSON, E.J. (1999): “Predictors of Online Buying Behavior”, Communications of the ACM, Vol. 42, No. 12, pp. 32-38.
BENNETT, R. y GABRIEL H. (2001): “Reputation, trust and supplier commitment: the case of shipping company/seaport relations”, Journal of business and Industrial Marketing; Vol. 16, No. 6; pp. 424-438.
BERGEN, M., S. DUTTA y O.C.WALKER JR. (1992): “Agency relationships in marketing: a review of the implications and applications of agency and related theories”, Journal of Marketing, vol. 56, (Julio), pp. 1-24.
CHU, W. y CHU, W. (1994): “Signalling quality by selling through a reputable retailer: an example of renting the reputation of another agent”, Marketing Science, Vol. 13, No. 2, pp. 177-189.
CLARK, M. S. e ISEN, A. M. (1982): “Towards understanding the relationship between feeling states and social behaviour”, en A. H. Hastorf y A.M. Isen (eds), Cognitive Social Psychology, New York: Elsevier-North Holland.
DERBAIX, C. y PHAM, M.T. (1998): “For the Development of Measures of Emotion in Marketing: Summary of Prerequisites”, in M. Lambkin, G. Foxall, T. Van Raaij and B. Heilbrum (eds.) European Perspectives on Consumer Behavior, London: Prentice Hall, pp. 140-155.
DONEY, P.M y CANNON, J.P (1997): “An Examination of the Nature of Trust in Buyer-Seller Relationships”, Journal of Marketing, Vol. 61, No. 2 (abril), pp. 35-47.
DUNN, J.R. y SCHWEITZER, M.E. (2005): “Feeling and believing: The influence of emotion on trust”, Journal of Personality and Social Psychology, Vol. 88, N. 5, pp. 736-748
DWYER, F.R., P.H. SCHURR y S. OH (1987): “Developing buyer-seller relationships”, Journal of Marketing, Vol. 51, abril, pp. 11-27.
ERDEM, T. y J. SWAIT (1998): “Brand equity as a signalling phenomenon”, Journal of Consumer Psychology, Vol. 7, No. 2, pp. 131-158.
FARRELLY, F. y QUESTER, P. (2003): “The effects of market orientation on trust and commitment”, European Journal of Marketing, Vol. 37, No. 3/4, pp. 530-553.
FOMBRUN, C. (1998): “Indices of corporate reputation: An analysis of media rankings and social monitors’ ratings”, Corporate Reputation Review, Vol. 1 No.4, pp.327-40.
FORNELL, C. and LACKER, D. (1981): “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18, pp. 39-50
FRIJDA, N. H. (1986): The emotions, Ed. Cambridge University Press, Cambridge, Reino Unido.
GANESAN, S. (1994): “Determinants of long-term Orientation in Buyer-Seller Relationships”, Journal of Marketing, Vol. 58, No. 2 (abril), pp. 1.
GANESAN, S. y HESS, R. (1997): “Dimensions and Levels of Trust: Implications for Commitment to a Relationship”, Marketing Letters, Vol. 8, No. 4, pp. 439-448.
GARBARINO, E. y JOHNSON M.S (1999): “The Different Roles of Satisfaction, Trust, and Commitment in customer Relationship”, Journal of Marketing, Vol. 63, No. 2 (abril), pp. 70.
GARDNER, MERYL P. (1985): “Mood States and Consumer Behavior: A Critical Review”, Journal of Consumer Research, Vol. 12 (diciembre), pp. 281–300.
GÓBE, M (2001): Emotional Branding: The New paradigm for connecting brands to people. USA, Watson-Guptill Public.
GOOSENS, C. (2000): “Tourism Information and Pleasure Motivation”, Annals of Tourism Research, Vol. 27, No. 2, pp. 301-321.
GUMMESSON, E. (1996): “Relationship marketing and imaginary organizations: a synthesis”, European Journal of Marketing, Vol. 30, No. 2, pp. 31-44.
GUNDLACH, G.T; ACHROL, R.S y MENTZER, J.T (1995): “The Structure of Commitment in Exchange”, Journal of Marketing, Vol. 59, No. 1 (enero), pp. 78.
HAIR, J.F.; R.E. ANDERSON, R.L. TATHAM Y W.C. BLACK (1999): Análisis multivariante de datos. Ed. Prentice Hall, Madrid.
HERBIG, P. y MILEWICZ, L. (1995): “The relationship of reputation and credibility to brand success”, Journal of Consumer Marketing, Vol. 12, No. 4, pp. 5-10.
HERBIG, P. y MILEWICZ, J. (1996): “Market signalling: a review”, MCB University Press, Vol. 34, No. 1, pp. 35-45.
HESS, J. y STORY, J (2005): “Trust-Based Commitment: Multidimensional Consumer-Brand Relationships”, Journal of Consumer Marketing, Vol. 22, No. 6, pp. 313 - 322.
HUANG, M.H. (2001): “The Theory of Emotions in Marketing”, Journal of Business and Psychology, Vol. 16, No. 2, pp. 239-247.
IZARD, C.E. (1977): “Human Emotions”, Plenum Press, Nueva York.
KIRMANI, A. y RAO, A.R. (2000): “No pain, no gain: A critical review of the literature on Signaling Unobservable Product Quality”, Journal of Marketing, Vol. 64, No. 2, pp. 66-79.
KREPS, D.V. y WILSON, R. (1982): “Reputation and imperfect information”, Journal of Economic Theory, Vol. 27, pp. 253-279.
LILJANDER, V. y STRANDVIK, T. (1997): “Emotions in Service Satisfaction”, International Journal of Service Industry Management, Vol. 8, No. 2, pp. 148-169.
MACINTOSH, G. y L.S. LOCKSHIN (1997): “Retail relationship and store loyalty: a multi-level perspective”, International Journal of Research in Marketing, Vol. 14, pp. 487-497.
MEMELSDORFF, F. (1998): “Marketing estratégico en turismo: branding, identidad y cultura corporativa”, Revista Valenciana d` Estudis Autonómics, Vol. 25, pp. 73-80.
MITCHELL y VINCENT-WAYNE. (1999): “Consumer Perceived Risk: Conceptualisations and Models”, European Journal of Marketing, Vol. 33, No. 1, pp. 163-195.
MOORMAN, C., R. DESHPANDÉ y G. ZALTMAN (1993): “Factors affecting trust in market research relationships”, Journal of Marketing, Vol. 57 (enero), pp. 81-101.
MORGAN, R.M y HUNT, S.D (1994): “The Commitment -Trust Theory of Relationship Marketing”, Journal of Marketing, Vol. 58, No. 3, pp. 20-38.
NOOTEBOOM, B. y N.G. NOORDERHAVEN (1997): “Effects of trust and governance on relational risk”, Academy of Management Journal, Vol. 40, No. 2, pp. 308-338.
OLIVER, R.L. (1997): Satisfaction: A Behavioural Perspective on the Customer, New York: McGraw Hill.
PLUTCHIK, R. (1980): Emotion: A Psychoevolutionary synthesis. New York: Harper y Row.
PLOG, S. (1977): “Why destinations rise and fall in popularity”, en Kelly, E. (ed.) Domestic and International Tourism, Wellsbury, MA, Institute of Certified Travel Agencies.
RESNICK J.T. (2003): Reputation: The Inside Story, Pharmaceutical Executive, Vol.1 (Junio)
RESTALL, C. y GORDON, W. (1993): “Brands- The missing link; Understanding the emotional relationship”, Marketing and Research Today, Vol. 21, No. 2. (mayo) Amsterdam, pp. 59-68.
RICHINS, M.L. (1997): “Measuring Emotions in the Consumption Experience”, Journal of Consumer Research, Vol. 24, No. 2, pp. 127-146.
RUSSELL, J.A. (1980): “A Circumplex Model of Affect”, Journal of personality and Social Psychology, Vol. 39, pp. 1161-1178.
RUSSELL, J.A., y MEHRABIAN, A. (1977): “Evidence for a three-factor theory of emotions”, Journal of Research in Personality, Vol. 11, pp. 273-294.
SAKO, M y S. HELPER (1998): “Determinants of trust in supplier relations: evidence from the automotive industry in Japan and the United States”, Journal of Economic Behavior and Organization, Vol. 34, pp. 387-417.
SAN MARTÍN, S. (2003): La relación del consumidor con las agencias de viajes, Universidad de
Burgos, Burgos.
SELNES, F. (1998): “Antecedents and consequences of trust and satisfaction in buyer-seller relationships”, European Journal of Marketing, Vol. 32, No. 3/4, pp. 305-322.
SHAPIRO, C. (1982): “Consumer information, product quality, and seller reputation”, The Bell Journal of Economics, Vol. 13, No. 1, pp. 20-35.
SINGH, J. y D. SIRDESHMUKH (2000): “Agency and trust mechanisms in consumer satisfaction and loyalty judgments”, Journal of the Academy of Marketing Science, Vol. 28, No. 1, pp. 150-167.
STAUSS, B. y NEUHAUS, P. (1997): “The qualitative satisfaction model”, International Journal of Service Industry Management, Vol. 8, No. 3, pp. 236-249.
WATSON, D., y CLARK, L.A. (1992): “Affects separable and inseparable: On the hierarchical arrangement of the negative affects”, Journal of Personality and Social Psychology, Vol.62, pp. 489-505.
WETZELS M., DE RUYTER K. y VAN BIRGELEN M. (1998): “Marketing service relationships: the role of commitment”, Journal of Business and Industrial Marketing, Vol. 13, No. 4/5, pp. 406-423.
WONG, A. (2004): “The role of emotional satisfaction in service encounters”, Managing Service Quality, Vol. 14, No. 5, pp. 365-376.
ZEITHALML, V.A., LEONARD, L.B. y PARASURAMAN, A. (1996): “The Behavioral Consequences of Service Quality”, Journal of Marketing, Vol.60 (abril), pp. 31-46.
ACHROL, R. (1991): “Evolution of the Marketing Organization. New Forms for Turbulent Environments”, Journal of Marketing, Vol. 55, No. 4, pp. 77-93.
ANDALEEB, S.S. (1996): “An experimental investigation of satisfaction and commitment in marketing channels: the role of trust and dependence”, Journal of Retailing, Vol. 72, No. 1, pp. 77-93.
ANDERSON, E. y B. WEITZ (1992): “The use of pledges to build and sustain commitment in distribution channels”, Journal of Marketing, Vol. 29, pp. 18-34.
BAGOZZI, R.P. (1997): “Goal-directed Behaviours in Marketing: The Role of Emotion, Volition, and Motivation”, Psychology and Marketing, Vol.4, No. 3, pp. 309-313.
BAGOZZI, R. P.; GOPINATH, M. y NYER, P.U. (1999): “The Role of Emotions in Marketing”, Journal of the Academy of Marketing Science, Vol. 27, pp. 184-206.
BAGOZZI, R.P., BAUMGARTNER, H., PIETERS, R. y ZEELENBERG, M. (2003): “The role of emotions in goal-directed behaviour”, capítulo 3 del libro The Why of Consumption. Contemporary perspectives on consumer motives, goals and desires (Eds. Ratneshwar, S., Mick, D.G. y Huffman, C.), Routledge, pp. 36-58.
BART, Y., SHANKAR, V., SULTAN, F., URBAN,G.L. (2005): “Are the drivers and role of on-line trust the same for all web sites and consumers? A large -Scale Exploratory empirical study”, Journal of Marketing, Vol. 69, No. 4, pp. 133-153.
BELLMAN, S.; LOHSE, G.L. y JOHNSON, E.J. (1999): “Predictors of Online Buying Behavior”, Communications of the ACM, Vol. 42, No. 12, pp. 32-38.
BENNETT, R. y GABRIEL H. (2001): “Reputation, trust and supplier commitment: the case of shipping company/seaport relations”, Journal of business and Industrial Marketing; Vol. 16, No. 6; pp. 424-438.
BERGEN, M., S. DUTTA y O.C.WALKER JR. (1992): “Agency relationships in marketing: a review of the implications and applications of agency and related theories”, Journal of Marketing, vol. 56, (Julio), pp. 1-24.
CHU, W. y CHU, W. (1994): “Signalling quality by selling through a reputable retailer: an example of renting the reputation of another agent”, Marketing Science, Vol. 13, No. 2, pp. 177-189.
CLARK, M. S. e ISEN, A. M. (1982): “Towards understanding the relationship between feeling states and social behaviour”, en A. H. Hastorf y A.M. Isen (eds), Cognitive Social Psychology, New York: Elsevier-North Holland.
DERBAIX, C. y PHAM, M.T. (1998): “For the Development of Measures of Emotion in Marketing: Summary of Prerequisites”, in M. Lambkin, G. Foxall, T. Van Raaij and B. Heilbrum (eds.) European Perspectives on Consumer Behavior, London: Prentice Hall, pp. 140-155.
DONEY, P.M y CANNON, J.P (1997): “An Examination of the Nature of Trust in Buyer-Seller Relationships”, Journal of Marketing, Vol. 61, No. 2 (abril), pp. 35-47.
DUNN, J.R. y SCHWEITZER, M.E. (2005): “Feeling and believing: The influence of emotion on trust”, Journal of Personality and Social Psychology, Vol. 88, N. 5, pp. 736-748
DWYER, F.R., P.H. SCHURR y S. OH (1987): “Developing buyer-seller relationships”, Journal of Marketing, Vol. 51, abril, pp. 11-27.
ERDEM, T. y J. SWAIT (1998): “Brand equity as a signalling phenomenon”, Journal of Consumer Psychology, Vol. 7, No. 2, pp. 131-158.
FARRELLY, F. y QUESTER, P. (2003): “The effects of market orientation on trust and commitment”, European Journal of Marketing, Vol. 37, No. 3/4, pp. 530-553.
FOMBRUN, C. (1998): “Indices of corporate reputation: An analysis of media rankings and social monitors’ ratings”, Corporate Reputation Review, Vol. 1 No.4, pp.327-40.
FORNELL, C. and LACKER, D. (1981): “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18, pp. 39-50
FRIJDA, N. H. (1986): The emotions, Ed. Cambridge University Press, Cambridge, Reino Unido.
GANESAN, S. (1994): “Determinants of long-term Orientation in Buyer-Seller Relationships”, Journal of Marketing, Vol. 58, No. 2 (abril), pp. 1.
GANESAN, S. y HESS, R. (1997): “Dimensions and Levels of Trust: Implications for Commitment to a Relationship”, Marketing Letters, Vol. 8, No. 4, pp. 439-448.
GARBARINO, E. y JOHNSON M.S (1999): “The Different Roles of Satisfaction, Trust, and Commitment in customer Relationship”, Journal of Marketing, Vol. 63, No. 2 (abril), pp. 70.
GARDNER, MERYL P. (1985): “Mood States and Consumer Behavior: A Critical Review”, Journal of Consumer Research, Vol. 12 (diciembre), pp. 281–300.
GÓBE, M (2001): Emotional Branding: The New paradigm for connecting brands to people. USA, Watson-Guptill Public.
GOOSENS, C. (2000): “Tourism Information and Pleasure Motivation”, Annals of Tourism Research, Vol. 27, No. 2, pp. 301-321.
GUMMESSON, E. (1996): “Relationship marketing and imaginary organizations: a synthesis”, European Journal of Marketing, Vol. 30, No. 2, pp. 31-44.
GUNDLACH, G.T; ACHROL, R.S y MENTZER, J.T (1995): “The Structure of Commitment in Exchange”, Journal of Marketing, Vol. 59, No. 1 (enero), pp. 78.
HAIR, J.F.; R.E. ANDERSON, R.L. TATHAM Y W.C. BLACK (1999): Análisis multivariante de datos. Ed. Prentice Hall, Madrid.
HERBIG, P. y MILEWICZ, L. (1995): “The relationship of reputation and credibility to brand success”, Journal of Consumer Marketing, Vol. 12, No. 4, pp. 5-10.
HERBIG, P. y MILEWICZ, J. (1996): “Market signalling: a review”, MCB University Press, Vol. 34, No. 1, pp. 35-45.
HESS, J. y STORY, J (2005): “Trust-Based Commitment: Multidimensional Consumer-Brand Relationships”, Journal of Consumer Marketing, Vol. 22, No. 6, pp. 313 - 322.
HUANG, M.H. (2001): “The Theory of Emotions in Marketing”, Journal of Business and Psychology, Vol. 16, No. 2, pp. 239-247.
IZARD, C.E. (1977): “Human Emotions”, Plenum Press, Nueva York.
KIRMANI, A. y RAO, A.R. (2000): “No pain, no gain: A critical review of the literature on Signaling Unobservable Product Quality”, Journal of Marketing, Vol. 64, No. 2, pp. 66-79.
KREPS, D.V. y WILSON, R. (1982): “Reputation and imperfect information”, Journal of Economic Theory, Vol. 27, pp. 253-279.
LILJANDER, V. y STRANDVIK, T. (1997): “Emotions in Service Satisfaction”, International Journal of Service Industry Management, Vol. 8, No. 2, pp. 148-169.
MACINTOSH, G. y L.S. LOCKSHIN (1997): “Retail relationship and store loyalty: a multi-level perspective”, International Journal of Research in Marketing, Vol. 14, pp. 487-497.
MEMELSDORFF, F. (1998): “Marketing estratégico en turismo: branding, identidad y cultura corporativa”, Revista Valenciana d` Estudis Autonómics, Vol. 25, pp. 73-80.
MITCHELL y VINCENT-WAYNE. (1999): “Consumer Perceived Risk: Conceptualisations and Models”, European Journal of Marketing, Vol. 33, No. 1, pp. 163-195.
MOORMAN, C., R. DESHPANDÉ y G. ZALTMAN (1993): “Factors affecting trust in market research relationships”, Journal of Marketing, Vol. 57 (enero), pp. 81-101.
MORGAN, R.M y HUNT, S.D (1994): “The Commitment -Trust Theory of Relationship Marketing”, Journal of Marketing, Vol. 58, No. 3, pp. 20-38.
NOOTEBOOM, B. y N.G. NOORDERHAVEN (1997): “Effects of trust and governance on relational risk”, Academy of Management Journal, Vol. 40, No. 2, pp. 308-338.
OLIVER, R.L. (1997): Satisfaction: A Behavioural Perspective on the Customer, New York: McGraw Hill.
PLUTCHIK, R. (1980): Emotion: A Psychoevolutionary synthesis. New York: Harper y Row.
PLOG, S. (1977): “Why destinations rise and fall in popularity”, en Kelly, E. (ed.) Domestic and International Tourism, Wellsbury, MA, Institute of Certified Travel Agencies.
RESNICK J.T. (2003): Reputation: The Inside Story, Pharmaceutical Executive, Vol.1 (Junio)
RESTALL, C. y GORDON, W. (1993): “Brands- The missing link; Understanding the emotional relationship”, Marketing and Research Today, Vol. 21, No. 2. (mayo) Amsterdam, pp. 59-68.
RICHINS, M.L. (1997): “Measuring Emotions in the Consumption Experience”, Journal of Consumer Research, Vol. 24, No. 2, pp. 127-146.
RUSSELL, J.A. (1980): “A Circumplex Model of Affect”, Journal of personality and Social Psychology, Vol. 39, pp. 1161-1178.
RUSSELL, J.A., y MEHRABIAN, A. (1977): “Evidence for a three-factor theory of emotions”, Journal of Research in Personality, Vol. 11, pp. 273-294.
SAKO, M y S. HELPER (1998): “Determinants of trust in supplier relations: evidence from the automotive industry in Japan and the United States”, Journal of Economic Behavior and Organization, Vol. 34, pp. 387-417.
SAN MARTÍN, S. (2003): La relación del consumidor con las agencias de viajes, Universidad de
Burgos, Burgos.
SELNES, F. (1998): “Antecedents and consequences of trust and satisfaction in buyer-seller relationships”, European Journal of Marketing, Vol. 32, No. 3/4, pp. 305-322.
SHAPIRO, C. (1982): “Consumer information, product quality, and seller reputation”, The Bell Journal of Economics, Vol. 13, No. 1, pp. 20-35.
SINGH, J. y D. SIRDESHMUKH (2000): “Agency and trust mechanisms in consumer satisfaction and loyalty judgments”, Journal of the Academy of Marketing Science, Vol. 28, No. 1, pp. 150-167.
STAUSS, B. y NEUHAUS, P. (1997): “The qualitative satisfaction model”, International Journal of Service Industry Management, Vol. 8, No. 3, pp. 236-249.
WATSON, D., y CLARK, L.A. (1992): “Affects separable and inseparable: On the hierarchical arrangement of the negative affects”, Journal of Personality and Social Psychology, Vol.62, pp. 489-505.
WETZELS M., DE RUYTER K. y VAN BIRGELEN M. (1998): “Marketing service relationships: the role of commitment”, Journal of Business and Industrial Marketing, Vol. 13, No. 4/5, pp. 406-423.
WONG, A. (2004): “The role of emotional satisfaction in service encounters”, Managing Service Quality, Vol. 14, No. 5, pp. 365-376.
ZEITHALML, V.A., LEONARD, L.B. y PARASURAMAN, A. (1996): “The Behavioral Consequences of Service Quality”, Journal of Marketing, Vol.60 (abril), pp. 31-46.
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