Turista digital: variables que definen su comportamiento de compra

Abstract

The development of ICTs has led to changes in tourist behaviour. The investigation of these changes is fundamental for an effective management of tourism products. Therefore, this study focuses on validating a conceptual model that describes the purchasing behaviour of the digital tourist. The methodology is based on an exploratory approach, combining theoretical and empirical methods. This implies the use of analysis-synthesis, induction-deduction, the judgment of experts, an online consumer panel and a case study: Hotel Iberostar Grand Packard, Havana, Cuba. Descriptive and inferential statistics are used to interpret the data. The main result of this research is the content validity, construct validity and criterion validity of the primary and secondary variables that describe the proposed model. These are based on the Theory of Rational Action (TRA), Kotler s Black Box Model and the Technology Acceptance Model (TAM). The proposed model allows us to identify the predominant digital lifestyles of tourists and how they influence different types of behaviour. We have been able to draw conclusions regarding the identification of the decisive means during the phases of the tourist purchase process. Our research enables a comparison to be made of the most influential means in the purchase decision with the budget allocated to the different types of communication. This makes it possible to calculate the opportunity costs of not selecting the optimal communication strategy.