Dirigir la empresa turística para satisfacer al consumidor

  1. José Alberto Martínez González 1
  1. 1 Universidad de La Laguna, España
Revista:
TURYDES: Revista sobre Turismo y Desarrollo local sostenible

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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