De novo en Santiago de Compostela: as implicacións da lealdade para un

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Publicado 25-03-2015

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María Pilar Murias Fernández
Universidade de Santiago de Compostela
España
Biografía
David Rodríguez González
Universidade de Santiago de Compostela
España
Biografía
Vol 23 No 2 (2014), Artigos
DOI https://doi.org/10.15304/rge.23.2.2482
Recibido: 25-03-2015 Aceptado: 25-03-2015 Publicado: 25-03-2015
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Resumo

Aínda que habitualmente se asume que atraer ao destino a clientes que repiten require menores esforzos de márketing, na literatura turística existen discrepancias sobre a rendibilidade ou o comportamento destes turistas con respecto á viaxe. Este traballo pretende incorporarse ao debate aberto sobre as diferenzas entre os visitantes que repiten visita e os que visitan por primeira vez co fin de coñecer mellor as características dos dous grupos e permitirlles aos xestores dos destinos un deseño máis eficaz das súas políticas. Por iso, a análise centrarase en aspectos relevantes para os xestores. O estudo está baseado nunha enquisa realizada aos turistas que visitaron durante o ano 2010 Santiago de Compostela.

 

 

Palabras chave

Turismo / Lealdade co destino / Visitantes por primeira vez / Visitantes que repiten / Santiago de Compostela
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