Imagen cognitiva de destinos turísticos. Una aproximación desde el destino turístico Holguín, Cuba

Palabras clave: análisis multivariado, cuestionario, imagen de marca, marketing, publicidad

Resumen

El objetivo de este trabajo es evaluar la imagen cognitiva del destino turístico Holguín, ubicado en la costa norte de Cuba. La imagen cognitiva de destinos turísticos, incluye aquellos atributos que un turista conoce o identifica sobre el mismo. A partir de la revisión y contextualización de las categorías cognitivas de la imagen identificadas en la literatura, se diseñó un cuestionario estructurado online compuesto por 30 ítems. El mismo, se aplicó a través de la plataforma SurveyMonkey.com a partir de un muestreo a conveniencia a 143 turistas internacionales que han visitado el destino Holguín con anterioridad. Los resultados del análisis factorial exploratorio muestran que la imagen cognitiva del destino se agrupa en ocho factores, denominados Entretenimiento y cultura, Restaurantes y seguridad, Variedad de sitios y actividades deportivas, Accesibilidad y reputación, Entorno natural agradable, Facilidades para compras, Relación calidad precio y hospitalidad, y Playas hermosas. Se evidenció el carácter multidimensional de la imagen cognitiva, cuya gestión resultan esencial para trazar las estrategias de posicionamiento de los destinos turísticos. Los resultados del estudio se presentan en relación a sus implicaciones teóricas y prácticas para los gestores turísticos.

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Biografía del autor/a

Ernesto Batista Sánchez, Universidad de Holguín

Máster en Artes en Turismo Internacional, Universidad de Limerick, Irlanda. Docente Departamento de Turismo, Universidad de Holguín, Cuba. ORCiD: 0000-0003-1271-4249. E-mail: ernesto.batista@uho.edu.cu, Cuba.

Beatriz Serrano Leyva, Universidad de Holguín

Licenciada en Turismo, Universidad de Holguín, Cuba. Docente Departamento de Turismo, Universidad de Holguín. ORCiD: 0000-0002-3582-0514. E-mail: beatriz.serrano@uho.edu.cu, Cuba.

Leudis Orlando Vega de la Cruz, Universidad de Holguín

Doctor en Ciencias Técnicas, Universidad de Holguín, Cuba. Docente Departamento de Ingeniería Industrial, Universidad de Holguín. ORCiD: 0000-0001-7758-2561. E-mail: leovega@uho.edu.cu, Cuba.

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Publicado
2021-07-01
Cómo citar
Batista Sánchez, E., Serrano Leyva, B., & Vega de la Cruz, L. (2021). Imagen cognitiva de destinos turísticos. Una aproximación desde el destino turístico Holguín, Cuba. Tendencias, 22(2), 288-308. https://doi.org/10.22267/rtend.212202.177