La influencia de las experiencias memorables en la participación de los turistas en las redes sociales virtuales
DOI:
https://doi.org/10.5585/podium.v12i2.21965Palabras clave:
Experiencia turística memorable, Participación del consumidor, Redes sociales virtuales, Parques temáticosResumen
Objetivo: analizar cómo las experiencias memorables en los parques temáticos pueden influir en la participación de los turistas en las redes sociales virtuales.
Metodología/enfoque: la muestra consistió en 1.126 visitantes de dos parques temáticos de Brasil y España, entre julio de 2017 y mayo de 2018. El instrumento de recolección de datos fue el cuestionario. Para el análisis de datos, los procedimientos incluyeron: el Análisis Factorial Exploratorio (AFE), el Análisis Factorial Confirmatorio (AFC) utilizando criterios de validez discriminante y varianza media extraída (VME), la prueba de correlación de Spearman y la técnica Bootstrapping.
Originalidad/relevancia: aunque existen varios estudios que contribuyen a la investigación de las experiencias memorables y la participación del consumidor en las redes sociales en el contexto turístico, existen pocos trabajos centrados en la experiencia turística en los parques temáticos. En este sentido, desde un enfoque comparativo, se explora esta investigación en un intento de aportar evidencias empíricas iniciales sobre el tema.
Resultados: se encontró un efecto positivo de la experiencia en la participación de las redes sociales virtuales en relación con los parques temáticos analizados. Se identificaron dos constructos (atención y entusiasmo) como indicadores expresivos de la participación del consumidor. Los hallazgos sugieren que cuanto más se involucran los visitantes con las experiencias memorables en el parque, más se identifican con el parque en las redes sociales virtuales.
Aportes teóricos/metodológicos: proporciona indicadores para comprender la dinámica de los visitantes de parques en países con diferentes culturas y costumbres a través de una nueva herramienta de medición.
Aportes sociales/a la gestión: presenta subsidios para que los gerentes establezcan estrategias que tengan como objetivo aumentar la tasa de participación relacionada con la experiencia de redes sociales virtuales.
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