Marca País y TurismoFamiliaridad, Percepción e Intención de Visita

  1. José Fernández-Cavia 1
  2. Sara Vinyals-Mirabent 1
  3. Valeriano Piñeiro-Naval 2
  4. José Filipe-Torres 3
  1. 1 Universidad Pompeu Fabra Departamento de Comunicación Roc Boronat
  2. 2 Universidad de Salamanca Facultad de Ciencias Sociales
  3. 3 Bloom Consulting
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Revista:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Año de publicación: 2024

Volumen: 33

Número: 2

Tipo: Artículo

DOI: 10.3145/EPI.2024.0204 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: El profesional de la información

Resumen

Las campañas de marketing y los productos de las industrias culturales son un factor que influye de manera importante en la intención de visita de los turistas. Ambos elementos pueden considerarse, sin embargo, integrados en la percepción integral de un destino. La percepción de la imagen de los destinos se ha estudiado con anterioridad, pero no existen investigaciones de amplio alcance geográfico que evalúen la relación entre la percepción global de la marca país y la intención de visita. Para demostrar empíricamente esa relación se ha llevado a cabo una encuesta online a 2.151 individuos procedentes de 21 países que evalúan el nivel de familiaridad, la percepción global y la intención de visita de una muestra de 55 países de todo el mundo. A partir del análisis estadístico de los resultados se concluye que se produce una correlación positiva, significativa y muy elevada entre la percepción global del país y la intención de visitarlo. Además, a través de un análisis de clústeres bietápico, se agrupan las 55 marcas país en tres categorías: marcas consolidadas, infraapreciadas e infra-consideradas, lo que permite proponer algunas recomendaciones estratégicas. También se observa que los países poco desarrollados, en general, sufren de una peor percepción, lo que se traduce en una peor intención de visita, lo que compromete a su vez, en una especie de círculo vicioso, sus posibilidades de desarrollo futuro.

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Fuente de los datos: Dialnet