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De nuevo en Santiago de Compostela: las implicaciones de la lealtad para un destino turístico

Author

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  • MARÍA PILAR MURIAS FERNÁNDEZ
  • DAVID RODRÍGUEZ GONZÁLEZ

Abstract

Aunque habitualmente se asume que atraer al destino a clientes que repiten requiere menores esfuerzos de marketing, en la literatura turística existen discrepancias sobre la rentabilidad o el comportamiento de estos turistas con respecto al viaje. Este trabajo pretende incorporarse al debate abierto sobre las diferencias entre los visitantes que repiten visita y los que visitan por primera vez con el fin de conocer mejor las características de los dos grupos y permitir a los gestores de los destinos un diseño más eficaz de sus políticas. Por ello, el análisis se centrará en aspectos relevantes para los gestores. El estudio está basado en una encuesta realizada a los turistas que visitaron durante el año 2010 Santiago de Compostela. Even if it is assumed that attracting repeater customers to a destination requires less marketing efforts, there is no agreement in the tourism literature on the profitability and travel behavior of repeaters. This paper draws on this agenda and explores the differences between repeaters and first-time visitors in order to learn more about the characteristics of each group, allowing destination managers to design more effective policies. The analysis will focus on issues that are relevant to managers. The study is based on a survey of tourists who visit Santiago de Compostela in 2010.

Suggested Citation

  • María Pilar Murias Fernández & David Rodríguez González, 2014. "De nuevo en Santiago de Compostela: las implicaciones de la lealtad para un destino turístico," Revista Galega de Economía, University of Santiago de Compostela. Faculty of Economics and Business., vol. 23(2), pages 47-68.
  • Handle: RePEc:sdo:regaec:v:23:y:2014:i:2_3
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