Evaluación del nivel de incidencia que tiene la Marca Co en la intención de los turistas de visitar Colombia en relación con las percepciones que constituyen la imagen del país y del destino
Ilustraciones, tablas y fotografías a color
- Autores:
-
Sabogal Russi, Luisa Fernanda
- Tipo de recurso:
- Fecha de publicación:
- 2021
- Institución:
- Universidad Nacional de Colombia
- Repositorio:
- Universidad Nacional de Colombia
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.unal.edu.co:unal/80187
- Palabra clave:
- 650 - Gerencia y servicios auxiliares::659 - Publicidad y relaciones públicas
Industrial design coordination
Imagen y diseño corporativo
Tourist trade
Comercio turístico
Social perception
Percepción social
Marca país
Imagen del país
Imagen del destino
Intención de visita
Country brand
Destination image
Visit intention
Country image
- Rights
- openAccess
- License
- Atribución-NoComercial 4.0 Internacional
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Evaluación del nivel de incidencia que tiene la Marca Co en la intención de los turistas de visitar Colombia en relación con las percepciones que constituyen la imagen del país y del destino |
| dc.title.translated.eng.fl_str_mv |
Evaluation of the level of impact that the Co brand has on the intention of tourists to visit Colombia in relation to the perceptions that constitute the image of the country and the destination |
| title |
Evaluación del nivel de incidencia que tiene la Marca Co en la intención de los turistas de visitar Colombia en relación con las percepciones que constituyen la imagen del país y del destino |
| spellingShingle |
Evaluación del nivel de incidencia que tiene la Marca Co en la intención de los turistas de visitar Colombia en relación con las percepciones que constituyen la imagen del país y del destino 650 - Gerencia y servicios auxiliares::659 - Publicidad y relaciones públicas Industrial design coordination Imagen y diseño corporativo Tourist trade Comercio turístico Social perception Percepción social Marca país Imagen del país Imagen del destino Intención de visita Country brand Destination image Visit intention Country image |
| title_short |
Evaluación del nivel de incidencia que tiene la Marca Co en la intención de los turistas de visitar Colombia en relación con las percepciones que constituyen la imagen del país y del destino |
| title_full |
Evaluación del nivel de incidencia que tiene la Marca Co en la intención de los turistas de visitar Colombia en relación con las percepciones que constituyen la imagen del país y del destino |
| title_fullStr |
Evaluación del nivel de incidencia que tiene la Marca Co en la intención de los turistas de visitar Colombia en relación con las percepciones que constituyen la imagen del país y del destino |
| title_full_unstemmed |
Evaluación del nivel de incidencia que tiene la Marca Co en la intención de los turistas de visitar Colombia en relación con las percepciones que constituyen la imagen del país y del destino |
| title_sort |
Evaluación del nivel de incidencia que tiene la Marca Co en la intención de los turistas de visitar Colombia en relación con las percepciones que constituyen la imagen del país y del destino |
| dc.creator.fl_str_mv |
Sabogal Russi, Luisa Fernanda |
| dc.contributor.advisor.none.fl_str_mv |
Rojas Berrio, Sandra Patricia |
| dc.contributor.author.none.fl_str_mv |
Sabogal Russi, Luisa Fernanda |
| dc.contributor.researchgroup.spa.fl_str_mv |
Management and Marketing (mym) |
| dc.subject.ddc.spa.fl_str_mv |
650 - Gerencia y servicios auxiliares::659 - Publicidad y relaciones públicas |
| topic |
650 - Gerencia y servicios auxiliares::659 - Publicidad y relaciones públicas Industrial design coordination Imagen y diseño corporativo Tourist trade Comercio turístico Social perception Percepción social Marca país Imagen del país Imagen del destino Intención de visita Country brand Destination image Visit intention Country image |
| dc.subject.lemb.none.fl_str_mv |
Industrial design coordination Imagen y diseño corporativo Tourist trade Comercio turístico Social perception Percepción social |
| dc.subject.proposal.spa.fl_str_mv |
Marca país Imagen del país Imagen del destino Intención de visita |
| dc.subject.proposal.eng.fl_str_mv |
Country brand Destination image Visit intention Country image |
| description |
Ilustraciones, tablas y fotografías a color |
| publishDate |
2021 |
| dc.date.accessioned.none.fl_str_mv |
2021-09-14T16:58:37Z |
| dc.date.available.none.fl_str_mv |
2021-09-14T16:58:37Z |
| dc.date.issued.none.fl_str_mv |
2021-05-13 |
| dc.type.spa.fl_str_mv |
Trabajo de grado - Maestría |
| dc.type.driver.spa.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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info:eu-repo/semantics/acceptedVersion |
| dc.type.content.spa.fl_str_mv |
Text |
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http://purl.org/redcol/resource_type/TM |
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acceptedVersion |
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https://repositorio.unal.edu.co/handle/unal/80187 |
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Universidad Nacional de Colombia |
| dc.identifier.reponame.spa.fl_str_mv |
Repositorio Institucional Universidad Nacional de Colombia |
| dc.identifier.repourl.spa.fl_str_mv |
https://repositorio.unal.edu.co/ |
| url |
https://repositorio.unal.edu.co/handle/unal/80187 https://repositorio.unal.edu.co/ |
| identifier_str_mv |
Universidad Nacional de Colombia Repositorio Institucional Universidad Nacional de Colombia |
| dc.language.iso.spa.fl_str_mv |
spa |
| language |
spa |
| dc.relation.references.spa.fl_str_mv |
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Atribución-NoComercial 4.0 Internacionalhttp://creativecommons.org/licenses/by-nc/4.0/info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Rojas Berrio, Sandra Patricia7ef638b152815e676185fe950fc25485Sabogal Russi, Luisa Fernanda6913dab6d4e04e8d6633e89f98a881c7Management and Marketing (mym)2021-09-14T16:58:37Z2021-09-14T16:58:37Z2021-05-13https://repositorio.unal.edu.co/handle/unal/80187Universidad Nacional de ColombiaRepositorio Institucional Universidad Nacional de Colombiahttps://repositorio.unal.edu.co/Ilustraciones, tablas y fotografías a colorCountry branding is a travel and tourism prioritisation strategy that allows the management of a country's image to improve its reputation in the context of an international public. However, despite its importance in the field of tourism marketing, its influence on tourist behaviour has not been analysed. As a result, the objective of this study was to evaluate the level of impact that the country brand has on the intention of tourists to visit a place in relation to the perceptions that constitute the image of the country and the destination. Colombia was taken as a case study because, on the one hand, the performance of the Co Brand has some shortcomings in contrast to other brands in the region, and on the other hand, because there is still a not so favourable perception of the country image that can negatively affect the image of destinations. Thus, for the development of this research, first, the antecedent and consequent constructs of each of the variables (country brand, country image, destination image and intention to visit) were identified; second, the dimensions that constituted them in the Colombian context were established; and third, the existing relationships between them were measured. First, a systematic literature review was carried out. Then, the country's offer was analysed in relation to local attractions, hospitality services and costs; this data was complemented with information about the country in the areas of security, economy, technology, and politics. The performance of the country's tourism sector and the evolution of the Co. brand were also analysed. Finally, to establish the relationships, the data collection process was carried out through surveys and their respective analysis based on a SEM-PLS model. The population surveyed included citizens of the European Union who had not previously visited Colombia. A total of 465 valid responses were collected. With respect to the general objective, the results indicate that there is no direct or indirect impact of the Colombia country brand on the intention to visit; rather, local attractions and the perception of safety and security are the variables that have the greatest impact on the intention to visit. In addition, the economic and technological environment, as well as the political environment, have an indirect impact, due to their influence on local attractions. However, despite the results obtained, the originality of this study lies in the analysis of the country brand as a determining variable in tourist behaviour. Furthermore, the findings of the research allow us to reaffirm the statements of previous studies that indicate that both the image of the destination and of the country have an impact on the intention to visit.La marca país se constituye como una estrategia de priorización de viajes y turismo que permite gestionar la imagen de un país con el fin de mejorar su reputación frente a un público internacional. No obstante, pese a su importancia en el ámbito del marketing turístico no se ha analizado a fondo su influencia en el comportamiento del turista. A raíz de ello, el objetivo de este estudio fue evaluar el nivel de incidencia que tiene la marca país en la intención de los turistas de visitar un lugar en relación con las percepciones que constituyen la imagen del país y del destino. Se tomó como caso de estudio a Colombia debido a que, por un lado, el desempeño de la Marca Co presenta algunas falencias en contraste con otras marcas de la región, y por el otro, porque aún se tiene una percepción no tan favorable acerca de la imagen del país que puede afectar de forma negativa la imagen que se tiene sobre los destinos. Así bien, para el desarrollo de esta investigación, primero, se identificaron los constructos antecedentes y consecuentes de cada una de las variables (marca país, imagen del país, imagen del destino e intención de visita); segundo, se establecieron las dimensiones que las constituían en el marco del contexto colombiano; y tercero, se midieron las relaciones existentes entre ellas. En principio, se llevó a cabo una revisión sistemática de literatura. Luego, se analizó la oferta del país en relación con las atracciones locales, los servicios de hostelería y los costos; estos datos se complementaron con la información que hay acerca del país en los ámbitos de seguridad, economía, tecnología y política. Asimismo, se analizó el desempeño que ha tenido el sector del turismo en el país y la evolución que ha tenido la marca Co. Finalmente, para establecer las relaciones se realizó el proceso de recolección de datos por medio de encuestas y su respectivo análisis con base en un modelo SEM-PLS. Se tuvieron en cuenta dentro de la población encuestada a ciudadanos de la Unión Europea que no hubiesen visitado Colombia de forma previa. En total se recolectaron 465 respuestas válidas. Respecto al objetivo general, los resultados indican que no hay incidencia directa o indirecta por parte de la marca país Colombia en la intención de visita; sino que son las atracciones locales y la percepción de seguridad y protección las variables que tienen mayor incidencia. Además, el entorno económico y tecnológico, así como el político tienen incidencia de manera indirecta, debido a su influencia sobre las atracciones locales. Ahora bien, pese a los resultados obtenidos, la originalidad de este estudio se halla en el análisis de la marca país como variable determinante en el comportamiento del turista. Igualmente, los hallazgos de la investigación permiten reafirmar las declaraciones de estudios previos que señalan que tanto la imagen del destino como del país tienen incidencia sobre la intención de visita. 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