Medición del valor de marca basado en las percepciones del turista internacional: una investigación sobre Villavicencio (Colombia)

María Cristina Otero Gómez; Wilson Giraldo Pérez

doi:10.12804/revistas.urosario.edu.co/empresa/a.11133

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Mensuração do valor de marca com base nas percepções de turistas internacionais: uma investigação em Villavicencio (Colômbia)

DOI: https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.11133

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Publicado: sept 14, 2022

Edição: v. 24 n. 43 (2022)

Seção Artículo de investigación científica y tecnológica

Palavras-chave: marca de destino mídias sociais qualidade percebida fidelidade

Autores

María Cristina Otero Gómez
Universidad de los Llanos

Wilson Giraldo Pérez
Universidad de los Llanos

Resumo

Este estudo examina o valor da marca de Villavicencio como destino turístico internacional do ponto de vista do consumidor. Além disso, analisa a influência das redes sociais durante a Covid-19 nas intenções de repetir a visita ao destino turístico. Foi realizado um estudo quantitativo, no qual foram processados 130 questionários aplicados a turistas de diferentes países. Os resultados indicam que a lealdade e a qualidade percebida do destino são as dimensões que mais contribuem para a construção do valor da marca. Observa-se também que existe um nível médio de associação entre o valor de marca do destino e a intenção de visitá-lo novamente. Além disso, as mídias sociais como variável de reforço,
atuam positivamente na intenção de repetir a visita, com base na memória de experiências memoráveis. Conclui-se que os turistas são fiéis a Villavicencio porque o destino lhes proporciona experiências de qualidade que superam as oferecidas por outros destinos com características semelhantes.

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