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Imagen cognitiva de destinos turísticos. Una aproximación desde el destino turístico Holguín, Cuba

Author

Listed:
  • Sánchez, Ernesto Batista

    (Universidad de Holguín)

  • Leyva, Beatriz Serrano

    (Universidad de Holguín)

  • Cruz, Leudis Orlando Vega de la

    (Universidad de Holguín)

Abstract

El objetivo de este trabajo es evaluar la imagen cognitiva del destino turístico Holguín, ubicado en la costa norte de Cuba. La imagen cognitiva de destinos turísticos, incluye aquellos atributos que un turista conoce o identifica sobre el mismo. A partir de la revisión y contextualización de las categorías cognitivas de la imagen identificadas en la literatura, se disenó un cuestionario estructurado online compuesto por 30 ítems. El mismo, se aplicó a través de la plataforma SurveyMonkey.com a partir de un muestreo a conveniencia a 143 turistas internacionales que han visitado el destino Holguín con anterioridad. Los resultados del análisis factorial exploratorio muestran que la imagen cognitiva del destino se agrupa en ocho factores, denominados Entretenimiento y cultura, Restaurantes y seguridad, Variedad de sitios y actividades deportivas, Accesibilidad y reputación, Entorno natural agradable, Facilidades para compras, Relación calidad precio y hospitalidad, y Playas hermosas. Se evidenció el carácter multidimensional de la imagen cognitiva, cuya gestión resultan esencial para trazar las estrategias de posicionamiento de los destinos turísticos. Los resultados del estudio se presentan en relación a sus implicaciones teóricas y prácticas para los gestores turísticos. ************************************************************************************************************************The purpose of this paper is to evaluate the cognitive image of the Holguin tourism destination, located on the north coast of Cuba. The cognitive image of a tourism destination includes those attributes that a tourist knows or identifies about it. Through the review and contextualization of the image cognitive categories, it was designed an online structured questionnaire formed with 30 items. The data was gathering via an online survey using SurveyMonkey.com through a convenience sampling of 143 international tourists that have prior visited Holguin. Results from the exploratory factor analysis show that cognitive image is grouped into eight factors named Entertainment and culture, Restaurants and security, Variety of sites and sports activities, Accessibility and reputation, Pleasant natural environment, Shopping facilities, Price quality relationship and hospitality, and Beautiful beaches. The multidimensional character of the cognitive image was evidenced, which must be managed to develop positioning strategies of the tourism destination. Results of this study are presented in light of its theoretical and managerial implications for tourism managers. ************************************************************************************************************************O objetivo deste artigo é avaliar a imagem cognitiva do destino turístico Holguin, localizado na costa norte de Cuba. A imagem cognitiva de um destino turístico inclui os atributos que um turista conhece ou identifica sobre ele. Por meio da revisao e contextualizacao das categorias cognitivas da imagem, foi elaborado um questionário estruturado online formado por 30 itens. Os dados foram coletados por meio de uma pesquisa online usando SurveyMonkey.com por meio de uma amostra de conveniencia de 143 turistas internacionais que já visitaram Holguin. Os resultados da análise fatorial exploratória mostram que a imagem cognitiva está agrupada em oito fatores denominados Entretenimento e cultura, Restaurantes e seguranca, Variedade de locais e atividades desportivas, Acessibilidade e reputacao, Ambiente natural agradável, Estabelecimentos comerciais, Relacao de qualidade de preco e hospitalidade e Bonito praias. Ficou evidenciado o caráter multidimensional da imagem cognitiva, que deve ser gerenciada para desenvolver estratégias de posicionamento do destino turístico. Os resultados deste estudo sao apresentados a luz das suas implicacoes teóricas e gerenciais para os gestores do turismo.

Suggested Citation

  • Sánchez, Ernesto Batista & Leyva, Beatriz Serrano & Cruz, Leudis Orlando Vega de la, 2021. "Imagen cognitiva de destinos turísticos. Una aproximación desde el destino turístico Holguín, Cuba," Revista Tendencias, Universidad de Narino, vol. 22(2), pages 288-308, July.
    • Handle: RePEc:col:000520:019398
    DOI: 10.22267/rtend.212202.177
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    References listed on IDEAS

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    1. Carlos de las Heras-Pedrosa & Elena Millan-Celis & Patricia P. Iglesias-Sánchez & Carmen Jambrino-Maldonado, 2020. "Importance of Social Media in the Image Formation of Tourist Destinations from the Stakeholders’ Perspective," Sustainability, MDPI, vol. 12(10), pages 1-27, May.
    2. Ksenija Leković & Slavica Tomić & Dražen Marić & Nikola V. Ćurčić, 2020. "Cognitive Component of the Image of a Rural Tourism Destination as a Sustainable Development Potential," Sustainability, MDPI, vol. 12(22), pages 1-12, November.
    3. Bigne, Enrique & Ruiz, Carla & Curras-Perez, Rafael, 2019. "Destination appeal through digitalized comments," Journal of Business Research, Elsevier, vol. 101(C), pages 447-453.
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    More about this item

    Keywords

    análisis multivariado; cuestionario; imagen de marca; marketing; publicidad;
    All these keywords.

    JEL classification:

    • C38 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Classification Methdos; Cluster Analysis; Principal Components; Factor Analysis
    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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