Propuesta de modelo teórico para el análisis del impacto de los factores culturales y de personalidad en la demanda de servicios turísticos

  1. Araceli Maseda Moreno 1
  2. Ignacio Soret Los Santos 1
  3. José Antonio Vicente Pascual 1
  1. 1 ESIC Business & Marketing School
Revista:
Esic market

ISSN: 0212-1867

Año de publicación: 2017

Número: 157

Páginas: 275-313

Tipo: Artículo

DOI: 10.7200/ESICM.157.0482.2 DIALNET GOOGLE SCHOLAR

Otras publicaciones en: Esic market

Resumen

Determinar cuáles son los comportamientos y motivaciones del turista en cada una de las etapas que conforman el viaje es fundamental para la definición y desarrollo de las estrategias de marketing y comercialización de todos los agentes del sector turístico. Por este motivo, se plantea en este trabajo un modelo teórico de análisis de los diferentes factores que influyen en los comportamientos y motivaciones del turista. Este trabajo pretende justificar la influencia que tiene la cultura de un lugar en la configuración de la personalidad de sus habitantes y si estas personalidades dan lugar a comportamientos y motivaciones diferentes en cada etapa del ciclo de viaje. El modelo teórico permitirá a los agentes del sector turístico identificar y priorizar palancas accionables en sus planes de marketing y comercialización, adaptando su propuesta de valor mediante la personalización masiva, en base a la segmentación realizada. Esta propuesta de modelo teórico determinará la estrategia relacional de los agentes con los turistas, lo que le permitirá ser más rentable a largo plazo mediante el desarrollo del valor del turista y ser más eficiente con los recursos disponibles.

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