De novo en Santiago de Compostelaas implicacións da lealdade para un destino turístico

  1. María Pilar Murias Fernández 1
  2. David Rodríguez González 1
  1. 1 Universidade de Santiago de Compostela
    info

    Universidade de Santiago de Compostela

    Santiago de Compostela, España

    ROR https://ror.org/030eybx10

Revista:
Revista galega de economía: Publicación Interdisciplinar da Facultade de Ciencias Económicas e Empresariais

ISSN: 1132-2799

Ano de publicación: 2014

Volume: 23

Número: 2

Páxinas: 47-68

Tipo: Artigo

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Outras publicacións en: Revista galega de economía: Publicación Interdisciplinar da Facultade de Ciencias Económicas e Empresariais

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.

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