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Características de los turistas con relación a las expectativas, satisfacción y lealtad en la industria hotelera

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Resumen

Objetivo: El presente documento realiza un esfuerzo para combinar el subsector hotelero con una localización geográfica específica y tres constructos determinados.

Métodos: El presente artículo utiliza un conjunto de datos único de nivel individual, recopilado en los hoteles españoles, e intenta arrojar más luz sobre tres fases de la evaluación del consumidor: expectativas, satisfacción y lealtad. A fin de relacionar las puntuaciones de la evaluación de estas áreas con las características sociodemográficas de los consumidores, utilizamos un análisis de regresión.

Resultados: Los resultados reflejan que todas las variables dependientes con las que contamos guardan una relación con las variables explicativas, a menudo en direcciones asumidas por la teoría o por estudios empíricos previos. De manera específica, encontramos que la edad, el estatus económico y el país de origen guardan una relación significativamente estadística con la evaluación del consumidor. Una de las novedades de nuestro estudio es la inclusión de la variable de “superación del las expectativas” que trata de medir la sorpresa con el servicio, bien sea positiva o negativa.

Conclusión: El conocimiento de la existencia de incidencias de las variables demográficas sobre la satisfacción, lealtad y expectativas no solo podría, sino que debería conducir a la formulación e implementación de estrategias diferenciadas, segmentadas de acuerdo con los grupos de individuos, y centradas en la mejora de dichos indicadores, adaptando los servicios a las características demográficas de los clientes.

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