Dirigir la empresa turística para satisfacer al consumidor
- 1 Universidad de La Laguna, España
ISSN: 1988-5261
Año de publicación: 2014
Volumen: 7
Número: 16
Tipo: Artículo
Otras publicaciones en: TURYDES: Revista sobre Turismo y Desarrollo local sostenible
Resumen
Desde el origen del marketing y de la orientación al mercado las empresas turísticas han intentado comprender al turista y satisfacer sus deseos y necesidades mejor que la competencia. La creciente sofisticación del turista, la madurez y competencia de los mercados y las características propias del turismo (naturaleza intangible, geo-culturas diferentes, elevado número de intermediarios y procesos) han hecho posible un afianzamiento de los procesos de marketing y de fidelización. Se constata en la literatura que la satisfacción del turista influye de manera directa y positiva en la lealtad del consumidor y en los resultados de las empresas. Este paper incluye una revisión de los estudios sobre la satisfacción del consumidor en el ámbito turístico.
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