La influencia del factor precio y la eficacia de las tácticas promocionales en el sector hotelero
DOI:
https://doi.org/10.5585/podium.v9i4.14677Palabras clave:
Turismo, Industria hotelera, Estrategias de precios, Tácticas promocionalesResumen
El objetivo principal de este estudio es analizar la importancia del factor precio y evaluar la eficacia de las tácticas promocionales en el sector hotelero. En este sentido, se desarrolló un cuestionario publicado online, con el fin de identificar el motivo y el número de pernoctaciones al año en hoteles, así como la preferencia de la reserva (internet versus agencia de viajes), de las ofertas y las promociones existentes en los hoteles, además de analizar cuánto estaban dispuestos a pagar los consumidores por un hotel low-cost y un hotel de lujo, trazando una perspectiva general del perfil turístico. La muestra incluyó un total de 323 individuos. Los resultados del estudio permiten concluir que los atributos referentes a las dos categorías de hoteles y los criterios de selección, así como la intención de compra, tienen una importancia significativa tanto en el monto a pagar como en la preferencia/satisfacción del consumidor.
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Derechos de autor 2020 PODIUM Sport, Leisure and Tourism Review
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
