The profile of the Cuban digital consumer in the tourist destination Cuba
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Publicación 3. Vol 7. Num 2 (Español (España))
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Published:
Apr 5, 2023
Keywords:
Digital consumer; tourism destination; digital marketing; digital consumer; Covid-19; Cuba.
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Abstract
Introduction: The digital revolution has implied important social, cultural, and psychological changes that have resulted in the emergence of a new type of consumer, with a different lifestyle and very particular purchasing habits. Objectives: To describe the behavior of the Cuban digital consumer in the tourist destination Cuba. Methodology: A mixed research was conducted and as part of it, surveys were applied to 310 consumers in the digital environment. Results: Most of the respondents (90.97%) had a cell phone to surf the Internet. A total of 64.2% reported using the Internet very frequently and used it to request information (89.03%) and share experiences (53.22%). Social networks are the most used means to obtain information about the different offers of the Cuba destination (80.64%). Conclusions: In Cuba, digital consumers prefer cell phones for searching tourist information and posting on social networks. Price, security of payment platforms and recommendations from friends and family are key factors in their purchase decision, so companies must adapt their digital marketing strategy to reach them effectively.
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Guerrero Blanco, D., Díaz Pompa, F., Ortiz Pérez , O. L., & Carrasco Ruano, Y. T. (2023). The profile of the Cuban digital consumer in the tourist destination Cuba. Visionario Digital, 7(2), 55-69. https://doi.org/10.33262/visionariodigital.v7i2.2555
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Alvear, G. (2017). Digital tourism consumers an alternative for sustainability. University and society, 9, 161-164.
Bartik, A., Bertrand, M., Cullen, Z., Glaeser, E., & Luca, M. (2020). The impact of COVID-19 on small business outcomes and expectations. PNAS, 117(30), 17656-17666. https://doi.org/10.1073/pnas.2006991117
Clark, L. (2018). Social Media Advertising: New Research for Marketers.
Cruz Cardenas, J., Zabelina, E., Guadalupe Lanas, J., Palacio Fierro, A., & Ramos Galarza, C. (2021). COVID-19, consumer behavior, technology, and society: A literature review and bibliometric analysis. Technological Forecasting and Social Change, 173 (121179), 1-13. https://doi.org/10.1016/j.techfore.2021.121179
Dirsehan, T., & Çelik, M. (2011). Profiling online consumers according to their experiences with a special focus on social dimension. Procedia - Social and Behavioral Sciences, 24, 401-412. https://doi.org/10.1016/j.sbspro.2011.09.040
Ferrer, R. (2017). Consumption in the digital era. Economics & Markets. https://www.caixabankresearch.com/en/economics-markets/activity-growth/consumption-digital-era
Gavric, D. (2019). Digital T Digital Technology and Communications in Technology and Communications in Today's Cuba. (Anthropology), University of Western Ontario. https://ir.lib.uwo.ca/etd/6710
Gössling, S., Scott, D., & Hall, M. (2020). Pandemics, tourism, and global change: a rapid assessment of COVID-19. Journal of Sustainable Tourism, 29(1), 1-20. https://doi.org/10.1080/09669582.2020.1758708
Gu, S., Slusarczyk, B., Hajizada, S., Kovalyova, I., & Sakhbieva, A. (2021). Impact of the COVID-19 pandemic on online consumer purchasing behavior. Journal Theoretical and Applied Electronic Commerce Research, 16(6), 2263-2281. https://doi.org/10.3390/jtaer16060125
Guevara Alban, G. P., Verdesoto Arguello, A. E., & Castro Molina, N. E. (2020). Metodologías de investigación educativa (descriptivas, experimentales, participativas, y de investigación-acción). Recimundo, 4, 163-173. https://doi.org/10.26820/recimundo/4.(3).julio.2020.163-173
Hallberg, G., & Krysén, S. (2015). Factors influencing the consumer purchase decision within e-commerce in emerging markets: A study conducted in Poland (Dissertation). http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44453.
Jílková, P., & Králová, P. (2021). Digital consumer behavior and ecommerce trends during the Covid-19 crisis. International Advances in Economic Research, 27, 83–85. https://doi.org/10.1007/s11294-021-09817-4
Kumar, J., Konar, R., & Balasubramanian, K. (2020). The impact of social media on consumers’ purchasing behavior in Malaysian restaurants. Journal of Spatial and Organizational Dynamics, VIII (3), 197-216. https://www.jsod-cieo.net/journal/index.php/jsod/article/view/243
Dey, B. L., Yen, D., & Samuel, L. (2020). Digital consumer culture and digital acculturation. International Journal of Information Management, 51, 102057. https://doi.org/10.1016/j.ijinfomgt.2019.102057
Pandya, A., & Lodha, P. (2021). Social connectedness, excessive screen time during Covid-19 and mental health: a review of current evidence. Frontiers in human dynamics. 3, 684137, 1-9. https://doi.org/10.3389/fhumd.2021.684137
Puttaiah, M., Kiran Raverkar, A., & Avramakis, E. (2020). All change: how COVID-19 is transforming consumer behavior. https://www.swissre.com/institute/research/topics-and-risk-dialogues/health-and-longevity/covid-19-consumer-behaviour.html
Quirós Padilla, D. (2019). El consumidor digital: motivaciones y factores que influencian su comportamiento. Universidad de Sevilla, Sevilla. https://hdl.handle.net/11441/93839
Saura, J. R., Reyes-Menendez, A., de Matos, N., Correia, M. B., & Palos-Sanchez, P. (2020). Consumer behavior in the digital age. Journal of Spatial and Organizational Dynamics, 8(3), 190-196. https://www.jsod-cieo.net/journal/index.php/jsod/article/view/242/188
Sandoval Ortega, A. S., Alcalá De la O, B., & Martínez Morales, J. (2018). Marketing digital: un análisis del consumidor en México. XXIII Congreso Internacional de Contaduría, Administración e Informática. Ciudad de México. https://investigacion.fca.unam.mx/docs/memorias/2018/14.07.pdf
Showkat, N., & Parveen, H. (2017). Non-Probability and Probability Sampling. Media and Communications Study, 1-9. https://www.scirp.org/%28S%28351jmbntvnsjt1aadkozje%29%29/reference/referencespapers.aspx?referenceid=3043744
Sonwaney, V., & Tejus Chincholkar, S. (2019). Identifying the factors impacting online consumer buying behavior. International Journal of Scientific & Technology Research, 8(08), 445-456. https://www.ijstr.org/final-print/aug2019/Identifying-The-Factors-Impacting-Online-Consumer-Buying-Behaviour.pdf
Tkaczyk, J. (2016). Digital consumer: trends and challenges: In Impact of digital world on marketing and management. Poltext, 1, 353-367. https://www.researchgate.net/publication/327079329_Digital_Consumer_Trends_and_Challenges
Vaca Jaramillo, J. F. (2019). El consumidor frente a estrategias de marketing digital en el Distrito Metropolitano de Quito. [Tesis Maestría] Andina Simón Bolívar, Ecuador, Quito. http://hdl.handle.net/10644/7042
Voorveld, H. A., Noort, G. V., Muntinga, D. G., & Bronner, F. (2018). Engagement with social media and social media advertising: the differentiating role of platform type. Journal of Advertising, 47(1), 38-54. https://doi.org/10.1080/00913367.2017.1405754
Yendamuri, P., Lim, G., & Keswakaroon, D. (2020). Digital consumers of tomorrow, here today: A SYNC Southeast Asia report. Facebook and Bain & Company. https://www.bain.com/insights/digital-consumers-of-tomorrow-here-today/