El efecto de la co-creación de valor en la intención de los turistas de volver a visitar los destinos
DOI:
https://doi.org/10.11606/issn.1984-4867.v35ip184-202Palabras clave:
Co-creación de valor, Intención de revisita, Regresión, TurismoResumen
Esta investigación tuvo como objetivo analizar el efecto de la co-creación de valor en relación con la intención de retorno de los turistas. Entre los procedimientos metodológicos adoptados, realizamos análisis factorial confirmatorio - incluyendo pruebas de confiabilidad, validez convergente y validez discriminante - y regresión lineal simple. La muestra estuvo compuesta por 108 turistas que habían experimentado recientemente el turismo. El instrumento de recolección de datos fue realizado por la plataforma Google Forms y enviado a los encuestados a través de correo electrónico, WhatsApp y redes sociales. Nuestra principal contribución teórica indica que la co-creación de valor explica el 26% de la intención de retorno de los turistas que recientemente experimentaron el turismo en Brasil. Como aporte gerencial, destacamos que las empresas pueden generar estrategias que permitan a los turistas co-crear sus propias experiencias de viaje, eligiendo diferentes destinos, días de vacaciones, tipo de estadía y actividades (personalización de paquetes), además de estimular el C2B interacción (customer to bussines) ou C2C (customer to customer) en las redes sociales y plataformas en línea.
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Derechos de autor 2024 Thiago de Luca Santana Ribeiro, Marcela Aparecida da Silva, Eduardo Mesquita, Benny Kramer Costa
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