The profile of the Cuban digital consumer in the tourist destination 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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