Sistema de inteligencia de mercados y la medición de la satisfacción del turista de la Zona 3.”

Abstract

Tourism is a social, economic and cultural phenomenon related to the movement of people to a place outside their residence for different reasons to develop adventure activities, gastronomy among others, constituting a contribution to the income of the recipient country and that currently surpass other Industries. Is for this reason that the present research work has focused on carrying out an ample analysis of the tourism environment of Zone 3, in order to establish strategies that allow to increase the general satisfaction of national and foreign tourists. The field research applied to tourists who visit the tourist circuits in zone 3 reflects the influence on their satisfaction of 17 factors grouped in 6 dimensions. Factors such as good staff service, parking and cleaning are part of the tourist product; The price of food, drinks and fun; Availability of information, services-places and accessibility are part of the tourist distribution; Types of tourism to promote; Evaluation of services through expectations, choice, experience, repetition and recommendation; And the analysis of income and occupation to define the profile of the tourist. In this sense, the proposal from the research has led to the creation of a market intelligence system that allows the total satisfaction of the tourist. In addition to future lines of research, changes in methodology to be used in further researches and practical application in the tourism market.