Segmentación de consumidores de servicios de buceo recreativo en un destino turístico
In Varadero, one of the most important tourist destinations in Cuba, there are four diving centers operating with an almost undifferentiated offer which is oriented to the tourist market. In this context, this study sought to segment the consumer market for recreational diving services, a posteriori...
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| Formato: | other |
| Idioma: | spa |
| Publicado: |
2015
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| Subjects: | |
| Acceso en liña: | http://repositorio.ulvr.edu.ec/handle/44000/3732 |
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Engadir etiqueta | Summary: | In Varadero, one of the most important tourist destinations in Cuba, there are four diving centers operating with an almost undifferentiated offer which is oriented to the tourist market. In this context, this study sought to segment the consumer market for recreational diving services, a posteriori, based on the analysis of the benefits sought out. A list of 17 relevant benefits was generated through a Delphi test, the levels of importance and perception were measured by applying a questionnaire to a sample of 324 tourists. A hierarchical cluster analysis and a subsequent discriminant analysis allowed the identification of three consumer groups: beginners, demanding and risk lovers. Based on the identified satisfaction gaps, this destination is not ready to meet the demands of the most experienced diving tourists yet. Currently, only beginners show acceptable levels of satisfaction. |
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