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Colombia as a Future Tourism Destination from U.S. Travelers’ Perspective
Colombia como futuro destino turístico desde la perspectiva de viajeros estadounidenses
A Colômbia como futuro destino turístico sob a perspectiva dos viajantes estadunidenses
DOI:
https://doi.org/10.15446/innovar.v34n93.98406Palavras-chave:
Destination image, Colombia, U.S. travelers, cognitive image, affective image, perceived value, behavior intention (en)imagen de destino, Colombia, turistas estadounidenses, imagen cognitiva, imagen afectiva, valor percibido, intención de comportamiento (es)
imagem de destino, Colômbia, turistas estadunidenses, imagem cognitiva, imagem afetiva, valor percebido, intenção comportamental (pt)
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This research identified the perceptions of u.s. travelers regarding Colombia as a potential tourism destination, including their perception of risk. The framework of destination image and travelers’ behavior, including perceived risk, cognitive and affective images, and perceived value for the trip, was adopted. Data for these behaviors were collected using a self-administered online survey with u.s. citizens who had not visited Colombia. Hypotheses were tested employing Confirmatory Factor Analysis and the Partial Least Squares method to analyze the measurement and structural models. The results indicated that u.s. citizens had a positive affective and cognitive perception of Colombia, which led to a higher perceived value in visiting the country and a strong intention to do so in the near future. This research provides information for tourism organizations in Colombia to develop tourism strategies aimed at attracting international inbound travelers, particularly u.s. residents. The research aims to understand travelers’ perceptions of Colombia as their future tourist destination. This research is significant since Colombia is becoming an attractive tourism destination for international travelers. Therefore, it is important to understand their perceptions and travel behavior towards the country. To the best of our knowledge, this study is the first attempt to examine Colombia as a potential tourism destination from the perspective of its primary target market.
El presente estudio identificó las percepciones de turistas estadounidenses con respecto a Colombia como eventual destino turístico. Para ello, se adoptó el marco teórico de la imagen del destino y el comportamiento del viajero, que incluye el riesgo percibido, las imágenes cognitivas y afectivas y el valor percibido del viaje. Los datos para el análisis de estos comportamientos se recopilaron mediante una encuesta autoadministrada en línea a personas residentes en Estados Unidos que no han visitado a Colombia en el pasado. Las hipótesis de la investigación fueron evaluadas por medio de análisis factorial confirmatorio y el método de mínimos cuadrados parciales. Los resultados indicaron que las personas consultadas tenían una percepción afectiva y cognitiva positiva sobre Colombia, lo que llevó a un mayor valor percibido frente a una posible visita al país y una fuerte intención de concretarla en un futuro cercano. Esta investigación proporciona información clave para las organizaciones turísticas en Colombia con respecto al desarrollo de estrategias encaminadas a atraer viajeros internacionales —particularmente aquellos provenientes de Estados Unidos— con base en la comprensión de sus percepciones sobre el país como un futuro destino turístico. Esta investigación es relevante debido a que Colombia se está convirtiendo en un destino atractivo para viajeros internacionales, por lo cual es necesario comprender sus percepciones sobre el país y sus comportamientos de viaje. Hasta donde conocemos, este trabajo es el primero que analiza a Colombia como un destino turístico potencial desde la perspectiva de su principal mercado objetivo.
Neste estudo, foram identificadas as percepções dos turistas estadunidenses com relação à Colômbia como um destino turístico em potencial. Para isso, foi adotada a estrutura teórica da imagem do destino e do comportamento do viajante, que inclui risco percebido, imagens cognitivas e afetivas e valor percebido da viagem. Os dados para a análise desses comportamentos foram coletados por meio de uma pesquisa on-line autoadministrada com residentes dos Estados Unidos que ainda não visitaram a Colômbia. As hipóteses da pesquisa foram testadas usando a análise fatorial confirmatória e o método dos mínimos quadrados parciais. Os resultados indicaram que os entrevistados tinham uma percepção afetiva e cognitiva positiva da Colômbia, o que levou a um valor percebido mais alto de uma possível visita ao país e a uma forte intenção de visitá-lo em breve. Esta pesquisa fornece informações-chave para as organizações de turismo da Colômbia no que diz respeito ao desenvolvimento de estratégias destinadas a atrair viajantes internacionais — especialmente os dos Estados Unidos — com base no entendimento de suas percepções do país como um futuro destino turístico. Esta pesquisa é relevante porque a Colômbia está se tornando um destino atraente para viajantes internacionais; portanto, é necessário compreender suas percepções sobre o país e seu comportamento de viagem. Até onde sabemos, este artigo é o primeiro a analisar a Colômbia como um destino turístico em potencial sob a perspectiva de seu principal mercado-alvo.
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