Dirigir la empresa turística para conseguir la lealtad del cliente

  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

En la actualidad las empresas turísticas realizan considerables esfuerzos para conseguir la lealtad de los clientes, es decir, para lograr que los turistas repitan el viaje y/o recomienden el destino turístico, preferiblemente consumiendo los productos de la empresa. Todo ello sucede a pesar de que el turismo es el sector que menos ha sufrido la crisis y constituye un sector acicate para el desarrollo de otros sectores. La lealtad del turista se consigue gestionando una serie de variables, siendo la satisfacción la variable que mejor predice la lealtad. Mejorar la satisfacción del turista por parte de la empresa incrementa la fidelidad del cliente. Existen otras variables que también influyen en la formación de la lealtad por su impacto en la satisfacción, que actúa como variable mediadora. Entre esas variables destacan la calidad, el valor, la orientación al mercado, la confianza, la reputación, la imagen y la familiaridad. Este artículo presenta la revisión teórica del estado de la cuestión de la lealtad en turismo, esperando que sea de utilidad a los directivos de las empresas turísticas.

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