La gestión de la empresa turística centrada en el residenteEl caso de la generación Y

  1. José Alberto Martínez González
Revista:
TURYDES: Revista sobre Turismo y Desarrollo local sostenible

ISSN: 1988-5261

Año de publicación: 2013

Volumen: 6

Número: 15

Tipo: Artículo

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Otras publicaciones en: TURYDES: Revista sobre Turismo y Desarrollo local sostenible

Resumen

La literatura y los profesionales del turismo destacan la relevancia que el residente en un destino turístico posee en un contexto de marketing, sostenibilidad y responsabilidad social. Dicha importancia obedece a que el residente adopta un triple rol: el de residente que convive con los visitantes, el rol de turista en el propio destino y el papel de trabajador en una empresa turística local. Como es de suponer, es de interés general que dichos roles sean ejercidos adecuadamente. También se les otorga en la literatura una gran importancia a los jóvenes residentes, que en la actualidad constituyen la generación Y (jóvenes de 18 y 19 años), porque el desarrollo turístico sostenible, la responsabilidad social de las empresas turísticas y el marketing que éstas adoptan tienen su razón de ser en garantizar el marco económico, social y medioambiental de las generaciones futuras, es decir, cuando el relevo generacional tenga lugar. En el presente documento se incluye una revisión de las aportaciones más relevantes sobre el papel del residente y la generación Y, así como una investigación llevada a cabo en el marco del modelo de Rasch, con la participación de 384 jóvenes residentes en el destino turístico de Canarias. El objetivo era determinar el grado en el que la generación Y percibe que efectivamente posee el perfil que en la literatura se le atribuye. Los resultados ponen de manifiesto que los jóvenes confirman poseer los atributos asignados, lo cual permite a los profesionales del turismo conocerlos mejor y adecuar sus políticas, especialmente las de marketing turístico, al segmento.

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