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El posicionamiento de las comunidades autónomas en la demanda turística extranjera

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Author Info

  • LÓPEZ DELGADO, P.

    (Universidad de Málaga)

  • ALARCÓN URBISTONDO, P.

    (Universidad de Málaga)

  • MARTÍN ARMARIO, J.

    (Universidad de Málaga)

Registered author(s):

    Abstract

    Las comunidades autónomas españolas son cada vez más conscientes de que la principal vía para seguir siendo competitivas es la diferenciación y han emprendido estrategias para la creación y consolidación de su marca turística, al tiempo que pretenden desarrollar tipos alternativos de turismo como el rural o el deportivo. Pero en la estrategia de la diferenciación el primer paso es conocer la imagen que se tiene del destino turístico concreto, para actuar modificándola o potenciándola, pero en todo caso a partir de su conocimiento actual y riguroso. Las encuestas FRONTUR nos proporcionarán la información necesaria, al recoger la opinión de los turistas extranjeros sobre distintos aspectos de los destinos turísticos visitados. El tratamiento de los datos FRONTUR mediante análisis factorial y la rotación de factores mediante Varimax nos permitirá descubrir los 3 factores subyacentes en la imagen de los destinos nacionales: el entorno general (relacionado con variables como infraestructuras o limpieza ciudadana), el entorno turístico (que presenta correlaciones altamente significativas con la gastronomía o el nivel de diversión) y los determinantes hosteleros o internos (precios y calidad). El posicionamiento de las distintas comunidades autónomas vendrá principalmente determinado por su situación geográfica y por su nivel de especialización. Spanish regions are increasingly more aware of the fact thatin order to stay competitive regarding tourism they must differentiate. They have initiated strategies to create and consolidate their brand of tourist and, at the same time, are developing alternative types of tourism, such as rural or sports-oriented. The first step in a differentiaton strategy is to find out what imagine tourist have of a specific destination, so that it can be modified or enhanced. In all cases it is essential to start with a thorough knowledge of current images. The FRONTUR opinion polls serve this purpose very well, as they gather together the opinions that foreign tourist have about different aspects of Spanish tourist destinations. The use of factor analysis techniques to study the data from FRONTUR permits us to uncover the underlying factors regarding the image of Spanish destinations, as well as to estimate the rank of each region within the tourist market depending on the scores in each of the factors. FONTUR-1998 data reveals the three determinant factors regarding the image of Spanish destinations: the global environment (related to variables such as infrastructure or city cleanliness), the turist environment (which presents highly significant correlations with food an level of entertainment), and the hotel determinants (prices and quality). The position of the different regions is mainly determined by geographical situation or by their level of specialisation in tourism.

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    Bibliographic Info

    Article provided by Estudios de Economía Aplicada in its journal Estudios de Economía Aplicada.

    Volume (Year): 16 (2000)
    Issue (Month): (Diciembre)
    Pages: 111-131

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    Handle: RePEc:lrk:eeaart:16_3_4

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    Related research

    Keywords: Torism; Factor Analysis.;

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    1. J. A. Kregel, 1980. "Introduction," Journal of Post Keynesian Economics, M.E. Sharpe, Inc., vol. 3(1), pages 19-20, October.
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