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¿Valoras el turismo o te da demasiado miedo adquirirlo por internet?


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Author: San Martín Gutiérrez, Sonia
Jiménez Torres, Nadia
Liébana-Cabanillas, Francisco
Coordinator/Director: Rondán Cataluña, Francisco Javier
Date: 2017
Published in: XXIX Congreso de Marketing AEMARK (2017), p 1193-1207
ISBN/ISSN: 978-84-17129-34-7
Document type: Presentation
Abstract: Cuando un consumidor compra un viaje a un destino, intervienen distintos factores referentes al propio viajero y al destino turístico, especialmente cuando hablamos de la compra de viajes mediante Internet, un fenómeno que cada vez tiene más adeptos...
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When a consumer buys a trip to a destination, different factors intervene concerning the traveler and the tourist destination, especially when we talk about buying travel through the Internet, a phenomenon that is increasingly attracting more travellers. This paper aims to compare the weight of the economic, social, technological and physical value given to tourism with the role played by personal aspects such as anxiety and perceived risk and the experience of buying trips electronically. The proposed model was tested using PLS with information from 314 online travel buyers. Our results show a relevant and positive effect of the value given to tourism on the intention to buy and the recommendation, while the anxiety, risk and experience influence either the intention to buy or the recommendation. This work has important implications for professionals in the tourism sector and organizations in charge of its promotion.
Cite: San Martín Gutiérrez, S., Jiménez Torres, N. y Liébana-Cabanillas, F. (2017). ¿Valoras el turismo o te da demasiado miedo adquirirlo por internet?. En XXIX Congreso de Marketing AEMARK (1193-1207), Sevilla: ESIC.
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