Publicado

2017-04-07

Determinantes estratégicos en la formación de la lealtad del joven residente: el caso de las Islas Canarias

STRATEGIC DETERMINANTS FOR LOYALTY FORMATION IN YOUNG RESIDENTS. THE CASE OF THE CANARY ISLANDS

DETERMINANTES ESTRATÉGICOS NA FORMAÇÃO DA LEALDADE DO JOVEM RESIDENTE. O CASO DAS ISLAS CANARIAS

DOI:

https://doi.org/10.15446/innovar.v27n64.62370

Palabras clave:

residente, lealtad del residente, orientación al mercado, satisfacción del residente, familiaridad (es)
Resident, resident loyalty, market orientation, resident satisfaction, familiarity (en)
familiaridade, lealdade do residente, orientação ao mercado, residente, satisfação do residente (pt)

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El objetivo de este estudio es determinar las variables estratégicas que intervienen en la formación de la lealtad del joven residente en un destino formado por islas y en un contexto de turismo doméstico1. Utilizando una muestra de 678 jóvenes residentes en las Islas Canarias (España), se ha generado un modelo estructural significativo en el que se incluyen variables relacionadas con la empresa, con el producto turístico y con el residente. Los resultados demuestran que la orientación al mercado constituye el primer eslabón de una cadena de efectos que conducen a la lealtad, y que la satisfacción es la única variable que determina directamente la lealtad. Los resultados también constatan que no existen diferencias significativas en dichas percepciones por razones de sexo, isla de residencia o cantidad de viajes realizados. Este hallazgo pone de manifiesto el carácter generacional del estudio y la posibilidad de generalizar las conclusiones sobre dicho segmento a otros destinos.

The objective of this study is to determine the strategic variables that influence loyalty formation in the young resident of a tourist destination shaped by isles and within a context of domestic tourism. Using a sample of 678 young residents of the Canary Islands (Spain), a meaningful structural model that includes variables related with the company, the touristic product and the resident is formulated. Results show that market orientation constitutes the first link in a chain of effects that lead to loyalty, and that satisfaction is the unique variable that directly determines loyalty. Results also confirm no significant differences in such perceptions due to sex, isle of residence or the number of trips made. Such finding brings to light the generational nature of the study and the possibility of generalizing conclusions about this segment of the population for other destinations.
O objetivo deste estudo é determinar as variáveis estratégicas que intervêm na formação da lealdade do jovem residente num destino formado por ilhas num contexto de turismo doméstico. Utilizando uma amostra de 678 jovens residentes nas Islas Canarias (Espanha), gerou-se um modelo estrutural significativo no qual se incluem variáveis relacionadas com a empresa, com o produto turístico e com o residente. Os resultados demonstram que a orientação ao mercado constitui o primeiro elo de uma rede de efeitos que levam à lealdade. Os resultados também constatam que não existem diferenças significativas nessas percepções por razões de sexo, ilha de residência ou quantidade de viagens realizadas. Esse achado manifesta o caráter geracional do estudo e a possibilidade de generalizar as conclusões sobre esse segmento a outros destinos.

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Cómo citar

Martínez González, J. A., Parra Fumero, E., & Padrón López, N. (2017). Determinantes estratégicos en la formación de la lealtad del joven residente: el caso de las Islas Canarias. Innovar, 27(64), 75-90. https://doi.org/10.15446/innovar.v27n64.62370

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