Un enfoque de gestión de la imagen de marca de los destinos turísticos basado en las características del turista

• Autores: Héctor San Martín Gutiérrez, Ignacio A. Rodríguez del Bosque
• Localización: Journal of Tourism Analysis = Revista de Análisis Turístico, ISSN 1885-2564, Nº. 9, 2010, págs. 5-13
• Idioma: español
• Enlaces
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• Resumen
  • español

    La generación de asociaciones de marca favorables, fuertes y únicas en la mente de los turistas, más conocido como branding, resulta básica en la consecución de una buena imagen y posicionamiento de los destinos

  • English

    Generating favorable brand associations, to be strong and unique in the minds of tourists, better known as branding, it's basic in achieving a good image and positioning of tourist destinations in its target markets. In this context, tourism research has recently highlighted the need to explore in greater depth than done so far in the literature the formation of the branding of destinations, the aforementioned core of branding. This paper aims to provide a comprehensive approach to the nature and formation of the destination’s image in the minds of tourists. Firstly, we examine the cognitive-affective nature of the image (dimensions perceptual, cognitive and affective tourists) and, secondly, influences on the so-called stimulus-familiarity factor in experimental versions and informative, and personal factors, motivations, values and demographic features in the image the tourist get at destination. Empirical research, in a qualitative and quantitative means were held in Cantabria. The results obtained from the analysis, performed with a total of 807 surveys of domestic and international tourists, show that the image people have of a destination has not only cognitive assessments of tourists over the place, but also keep true their feelings about it. Furthermore, the highlight is the need to segment the tourism according to their personal and behavioral characteristics in developing communication and marketing activities aimed to create or strengthening the position of the destinations in its target markets.