Antecedentes y efectos del valor percibido: enoturismo en valle de Guadalupe, México
DOI:
https://doi.org/10.35588/rivar.v10i30.5574Palabras clave:
industria turística, enoturismo, marketing, valor percibido, MéxicoResumen
México ha puesto en marcha iniciativas que han generado reconocimiento de marca de sus destinos vitivinícolas, especialmente el Valle de Guadalupe, y resulta necesario tener más evidencias que permitan comprender las necesidades de los nuevos. Para ello, evaluamos un valor de marca y atributos del destino enoturístico Valle de Guadalupe sobre el valor percibido en la experiencia del destino, la intención de recomendar y revisitar el destino, y explorar si existe alguna diferencia en las relaciones expuestas en el modelo respecto. El método aplicado mediante una investigación cuantitativa con un muestreo, y los principales resultados indicaron que el valor de marca del destino influye positivamente sobre el valor percibido en la experiencia en el destino, comprobándose las hipótesis propuestas en esta investigación. Además, el análisis multigrupo mostró que la edad influye en tres de las relaciones del modelo. Se concluye que el valor de marca y los atributos de un destino enoturístico influyen positivamente sobre el valor percibido en la experiencia del destino, lo cual se ve reflejado directamente en la intención de recomendar y revisitar el destino del Valle de Guadalupe.
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