El perfil del consumidor digital cubano en el destino turístico Cuba
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Publicado:
Apr 5, 2023
Palabras clave:
Consumidor digital; destino turístico; marketing digital; Covid-19; Cuba.
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Introducción: La revolución digital ha implicado importantes cambios sociales, culturales y psicológicos que han dado lugar a la aparición de un nuevo tipo de consumidor, con un estilo de vida diferente y hábitos de compra muy particulares. Objetivos: Describir el comportamiento del consumidor digital cubano en el destino turístico Cuba. Metodología: Se realizó una investigación mixta y como parte de ella se aplicaron encuestas a 310 consumidores del entorno digital. Resultados: La mayoría de los encuestados (90,97%) contaban con un celular para navegar por Internet. El 64,2% refiere emplear Internet muy frecuentemente y lo emplean principalmente para solicitar información (89,03%) y compartir experiencias (53,22%). Las redes sociales son el medio más utilizado para obtener información sobre las distintas ofertas del destino Cuba (80,64%). Conclusiones: En Cuba, los consumidores digitales prefieren los teléfonos móviles para la búsqueda de información turística y la publicación en redes sociales. El precio, la seguridad de las plataformas de pago y las recomendaciones de amigos y familiares son factores clave en su decisión de compra, por lo que las empresas deben adaptar su estrategia de marketing digital para llegar a ellos eficazmente. Área de estudio general: Turismo. Área de estudio específica: Marketing.
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Guerrero Blanco, D., Díaz Pompa, F., Ortiz Pérez , O. L., & Carrasco Ruano, Y. T. (2023). El perfil del consumidor digital cubano en el destino turístico Cuba. Visionario Digital, 7(2), 55-69. https://doi.org/10.33262/visionariodigital.v7i2.2555
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Esta obra está bajo licencia internacional Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0.
Citas
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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/